The Newsroom allocates unique user IDs on the first encounter with your visitors, whether they arrive on the homepage or in an article via search or social media. In the case of returning users, the platform adds up behavioural data to the profile associated with the user ID. Such data includes:
- content clicked
- pages / URLs visited
- native or display ads clicked
- timestamp for their actions
Example user ID: #51324619
What are segments?
Data Segments are collections of users that share a common characteristic. Here’s an example:
Segment Name: MyFirstAudience
Common characteristic: People that have visited one specific URL, over 48 hours
Your query can add anything from one or two users to millions of user IDs to your new segment. Here’s what a segment with 4 users IDs looks like:
MyFirstAudience = [“51324619”, “9417651”,“4120516”,“45108612”]
Segments in action
Segments are attached to strategies. Strategies are your scouts, actively representing news stories, display or native ads - in an effort to find their way across your site or other tradable inventory (private marketplace & RTB). Whether you’re looking to surface news content, or make a native or display ad impression, strategies make an initial assessment based on the environment or container data that will be delivering this impression on to the user’s device.
So, at the time an impression is about to be made - strategies run the environment definition data against their own targeting parameters.
While some targeting requirements would be looking at system settings to validate the opportunity (iPhone 7, Sydney, Australia), audience targeting is only looking at the user ID - effectively checking if the ID is part of a list, or segment that the strategy is actively looking to reach. Here are three possible outcomes of audience targeting process:
- If at the time user #51324619 arrives on a site section targeted by a native campaign that’s looking for MyFirstAudience exemplified above, the strategy will identify the ID as being part of the segment and green light further steps towards winning the auction.
- Alternatively, if user #51324619 is not found in the targeted segment, the strategy will not move forward into the auction.
- If strategies are not targeting any specific audience segments, audience targeting is considered passed and the strategy will move forward with validating additional targeting parameters.
Please read move about Delivery Algorithms.
Building Audience Segments
Building segments can be achieved in multiple ways - depending the objectives and environment you are collecting data in.
Building from Cards
Selecting one or multiple cards on the Cards page, activates the “Create Audience” option the in Actions drop down menu. The operation outputs all IDs associated to the users that have clicked the selected cards.
Building audiences on external sites:
While looking-up audiences on your Newsroom-powered site doesn’t require any script deployment, collecting audiences on 3rd party sites requires you to create and deploy audience pixels on for each respective property. If, for example, you’re looking to build an audience that collects the social-traffic of a car dealer, for an Amplify project, here are the necessary steps:
- go to audiences > create new pixel
- add regular expression to filter social media traffic
- set the expiration date to 30 - or any number of days you want users to stay in the segment for
- copy the script and have it deployed, with client’s acceptance on their site or tag manager.
Audience tags look similar to the example below:
Please contact your account management team for support on building audiences.
The Audience Builder
The audience builder allows you to run custom queries from all platform data. Here’s an example:
- User have visited URL1 over the past 48 hours
- User has NOT visited URL2
- User is from Cape Town, South Arica.
Once collected, audience number will be reported on the audience page. The page also highlights location and device information.
Enhance your data with platform logins
Adding a log-in component allows you to augment the data you have about your users with additional registration information such as name, age or gender. The Facebook and Google login components are good options to consider - allowing you to add age and gender targeting to your ad products.