Purchase Receipt Audiences

A purchase receipt audience brings Yahoo Mail insights to bear in the DSP in a completely custom way. Advertisers can define the parameters of their audience based on purchase confirmation emails in Yahoo users’ inboxes for individual products, airline bookings, hotel reservations and more. A purchase receipt is defined as an individual, anonymized email that a Yahoo mail user receives indicating that the user completed a purchase or payment.

purchase-receipt-infographic

After you build a purchase receipt audience, you can use it as a basis for other audience types:

  • Expand the purchase receipt audience size by using it as a seed audience for a lookalike audience. Check out the Lookalike Audiences audience help page.
  • Include the purchase receipt audience data in a larger, composite audience that combines different Verizon Media and third-party data sources. Check out the Composite Audiences audience help page.

How Purchase Receipt Audiences Work

You can create purchase receipt audiences and define the audience parameters using anonymized purchase confirmation emails. There are endless combinations to choose from, but one strong use case is for travel advertisers.

For example, imagine that a boutique hotel in New York City wants to find people who have travel plans specifically for New Year’s Eve. Using purchase receipts, you can easily build an audience of users who have booked a flight arriving at JFK airport between December 28 and December 31. You can further refine your audience by selecting the booking website, airline, or even the airport of flight departure.

Purchase Receipt Audience Types

The types of purchase receipt audiences include the following:

  • Entertainment - Live Events. Users who have purchased a ticket to a live event, like a concert. For example, users who have purchased tickets to events at Madison Square Garden in December from ticketmaster.com.
  • Entertainment - Movie Theater Tickets. Users who have purchased a movie ticket. For example, users who have purchased a ticket to see Ghostbusters at a Regal Cinema via fandango.com in the last 30 days.
  • Invoices and Statements. Users who have received statements or bills. For example, users who have a Verizon bill due within the next 7 days.
  • Products. Users who have purchased a particular product. For example, users who purchased a Roomba from amazon.com in the last 90 days.
  • Social Events. Users who have received of emails and invitations from social-planning websites. For example, users who recieved a birthday party invitation from Evite in the past 10 days.
  • Stocks and Investments. Users who have received trade confirmation emails from investment brokerages.
  • Travel - Car. Users who have booked a car rental. For example, users who have rented a car from enterprise.com in Palo Alto, CA in the last month.
  • Travel - Flight. Users who have booked an airline reservation. For example, users who have booked a trip from JFK to SFO from Christmas Eve to New Year’s Eve on American Airlines.

Build or Edit an Audience

You can build or edit a purchase receipt audience using the advertiser Audience Builder or the Seat Audience Builder.

To build or edit a purchase receipt audience:

  1. Navigate to the advertiser Audiences page or seat Audiences page.

If you need help, check out the following help pages:

  • navigate-to-the-advertiser-audiences-page
  • navigate-to-the-seat-audiences-page
  1. On the Audiences page, do one of the following:
  • To build a purchase receipt audience, click the Audience Builder button.

You see the Audience Builder. On the left side of the Audience Builder, click the Purchase Receipt button.

build-purchase-receipt-audience-page
  • To edit an audience, select the link for the audience you want to edit.
select-purchase-receipt-audience

You see the Purchase Receipt Audience page for an existing audience.

build-purchase-receipt-audience-page

Note

For an existing purchase receipt audience, you can rename the audience, change the purchase type, and change the purchase events and time frame. You cannot change the sharing setting for seat-level purchase receipt audiences.

Configure Purchase Receipt Audience Settings

To configure purchase receipt audience settings, you configure the basic settings, and set up your user and timeframe parameters.

See the following sections for details:

Configure Basic Settings

The first configuration task for purchase receipt audiences is the basic settings, naming and activating the audience, and selecting a purchase type.

To configure basic settings:

  1. Type a name for the audience in the Audience Name field.
  2. If you are ready to activate the audience, move the Status slider to the right.
  3. If you are in the seat-level Audience Builder, decide if you want the audience to be available to your entire seat, or just one advertiser. Do one of the following:
  • Move the Access slider to the right to enable the Shared setting.
  • Move the Access slider to the left to enable the Private To setting and start typing the name of an advertiser in the Advertiser Name field. Select the advertiser from the drop-down list.
seat-access-slider-private

Important

Once you select an access option, you cannot change it after you save your audience.

  1. From the Purchase Type drop-down list, select the type of purchase event you want to use as a basis for the audience.

You see a new set of expandable sections:

new-expandable-sections
  1. In the Number of Receipts field, type the number of times the user would need to receive a purchase receipt email to be included in the audience. Select the number from the drop-down list.

Note

As frequency increases, scale will decrease. A larger frequency number means that it is harder to qualify for the audience.

Include Users in a Purchase Receipt Audience

To include users in a purchase receipt audience, start by setting up include statements for the users you want the audience to include.

  1. Click the plus sign to expand the Include users who… link.

You see the Include users who area.

include-users-who-area
  1. In the Include users who area, select your first purchase event option from the drop-down list. For example, select Movie genre.

Note

The items in the list vary depending on the purchase type. For more information and examples, check out Supported Purchase Events.

  1. Select a value from the Values drop-down list. For example, select Action to include users who viewed action movies.
  2. To add more user types to the audience, click AND.
and-button
  1. In the Include users who area, select your next purchase event option from the Event drop-down list. For example, select Movie title.
  2. Select a match type from the Match drop-down list. Select one of the following:
  • Select Equals to pick and choose individual audiences that contain the string you specify.
  • Select Contains to choose all audiences that contain the string you specify.
  1. In the Values field, type the keywords you want to match.
keyword-example
  1. Select the audience you want to include. Do one of the following:
  • For an Equals match, select one or more audiences from the drop-down list.
equals-example
  • For a Contains match, click the plus sign to select all of the audiences.
example-keyword-in-values-field

Exclude Users from a Purchase Receipt Audience

You can set up one exclude statement for your audience.

  1. Click the plus sign to expand the Exclude users who… link.

You see the Exclude users who area.

  1. In the Exclude users who area, select a purchase event from the Event drop-down list. For example, select Movie rating.

Note

The items in the list vary depending on the purchase type. For more information and examples, check out Supported Purchase Events.

  1. Select a value from the Values drop-down list. For example, select X to exclude moviegoers who watch X-rated movies.
exclude-users-area

Estimate Audience Size

Once you have set up the users to be included in and excluded from your audience, you can estimate your audience’s size by clicking the Update Size button on the right side of the page.

update-size-button

Note

For privacy reasons, the minimum audience size is 1000 users. Audiences with fewer than 1000 users will not save.

You see average number of unique users (UU) in your audience. Each time you update your audience settings, you can get a new UU count.

Target a Product Price Range

You can combine include statements to target users who purchased a product within a certain price range. For example, you can target users who spent between $5.00-$25.00 on a product.

  1. From the Purchase Type drop-down list, select Products.
  2. To set a minimum price of $5.00, create an include statement for products priced greater than $4.99.
minimum-product-price-in-a-range
  1. To set a maximum price of $25.00, create an include statement for products priced less than $25.01.
maximum-product-price-in-a-range
  1. Follow the instructions to Set the Timeframe for the Purchase Receipt Event and Save Your Audience and View the Results.

Set the Timeframe for the Purchase Receipt Event

Completing a purchase or payment is considered an event. Set the time frame to establish when, if the event occurs, the user is added to the audience.

Note

The time frame options vary depending on the purchase type.

To set the time frame for the purchase event:

  1. Click the plus sign to expand the In this time frame… link.
  2. Select an event from the Event drop-down list. For example, select Movie date.

Note

Many purchase types do not have multiple time frame options to choose from. For travel-related audiences, check out Set the Timeframe Options for a Travel Related Audience.

  1. Set whether you want the time frame to be measured in a number of (past or future) days, or exact dates. Select Day or Date from the Range drop-down list.
  2. Select options for your specific range. Do one of the following:
  • If you selected Day in Step 3, select a window (Past or Future) from the In drop-down list.

Then type a number in the No of Days text box to specify the number of days in the past or into the future you want the audience data collection to occur.

in-drop-down-list

Note

The furthest back a date range can be in the past is 365 days back from the present day.

  • If you selected Date in Step 3, use the date picker to set the exact dates you want audience collection to occur. Click a From date and a To date.
set-a-date-range

Save Your Audience and View the Results

To save your audience, click Build Audience or Update Audience.

Purchase receipt audiences are scored once per day at 5PM PST. Audience scoring takes about 12 hours to complete. For example, if an audience is built before 5PM PST, it will finish scoring at 5AM PST the following morning. When an audience as finished scoring, all line items can start delivering.

You can see the audience size 24 hours after your audience has scored.

Supported Purchase Events

The following table lists the supported purchase events, types of data associated with the events, and examples.

Purchase Type Event Data Type Example
Entertainment - Live Events Event email sender Values stubhub.com
  Event name Contains or Equals Event name, e.g. Phantom of the Opera
  Event season Values Fall, Spring
  Event venue Contains or Equals Event venue, e.g. Madison Square Garden
Entertainment - Movie Theater Tickets Movie genre Values Action, Comedy
  Movie rating Values PG, R
  Movie theater name Contains or Equals AMC, Century Cinemas
  Movie title Contains or Equals Gone with the Wind
  Ticket vendor Values fandango.com, movietickets.com
Invoices and Statements Payment Status Values Due, Paid, Scheduled
  Users making payments to Contains or Equals PG&E, Geico
Products Bought From Values 1800flowers.com, amazon.com
  Category Values Apparel, Electronics
  Payment method Values American Express, Gift Card
  Product name Contains or Equals
iPhone, Yoga Mat
  Product price Values =19.99, >50.00, <100.00 (in U.S. dollars)
  Subcategory Values Furniture, Beauty
Social Events Social Events Values Celebratory Activities and Events (Birthdays, Weddings, Graduations); Educational Activities and Events, Sports Activities and Events (Olympics, Superbowl)
Stocks and Investments Average Monthly Trades Values 1-3, 4-6, 7-10, 11-13, 14+
  Provider Values Charles Schwab, E*Trade, Vanguard
Travel - Car Booked car with Values enterprise.com, hertz.com
  Rental city Contains or Equals San Francisco, New York
  Rental country Values USA, UK
Travel - Flight Airline Values southwest.com, united.com
  Booking service Values orbitz.com, expedia.com
  Travel from Values Airport codes, such as SFO, JFK
  Travel to Values Airport codes, such as SFO, JFK