Audience Engine

Introduction

Audience Engine is a feature that allows publishers and advertisers to run targeted campaigns on a pay-for-performance basis. This allows publishers with audience segments and targeting abilities to pass encrypted identifiers on-click and map them to an advertiser’s dynamic commissioning rules. When members of the audience segments convert, the publisher earns the agreed-upon commission amount.

Use Cases

Some examples of ways advertisers and publisher models can work together with Audience Engine:

  • Buy Now Pay Later (BNPL) and loyalty partners can offer custom cashback rates to specific audience segments.
  • Subnetworks can use Audience Engine to offer unique cashback rates to premium content partners.
  • Content partners can run contextual media exposure, branded content, social, and push campaigns.
  • Coupon and deals partners can target users through browser extensions and email.

How It Works

Publishers will need to map their audience segments to u5 values and pass the encrypted u5 parameter values on-click for advertisers with whom they are running Audience Engine campaigns.

Once you have identified your Audience Engine partners and strategies, contact us to have the Audience Engine feature enabled for those partnerships. This process may take up to two weeks. You may also contact us for a list of suggested advertisers for Audience Engine.

  • Supported Targeting
All types of targeting are supported: contextual, geographic, behavioral, demographic, and platform-based. Targeting and segmenting abilities will vary by partner. 
  • Customer Relationship Management (CRM) Data
The use of advertiser CRM data is optional for Audience Engine campaigns. 

Starting Campaigns

To utilize Audience Engine and get commissioned based on the audiences you plan to target:

  • Advertisers must set up the commissioning offer to include these audiences as rules in their offer.
  • You will need to set up a .txt file with the audience attributes used for targeting and providing the file to the advertiser to include in their offer setup.
  • Setting Up Audience Engine
Reference the implementation guide for setting the u5 attribute used to track your audience targeting. The u5 click parameter has two values that must be set and encoded in the click, the key and the value.
The value is the ID that you will include in your audience commissioning list. This is the value that you plan to set in the click to identify when an audience has been targeted. This must be an alphanumeric value.
It could be the audience name or an ID to represent it. Follow the implementation guidelines for picking a valid value and follow all encoding requirements when setting the u5 value in the click.
  • Preparing the Commissioning List
    • Each audience group in the campaign to be targeted should get its commissioning list.
    • You may use one or multiple IDs to identify a particular audience group.
    • Every ID you use in the click to identify the audience group must be included in the commissioning list on its row.

Caution

The IDs used in the commissioning list must be unencoded values. In the implementation guidelines for setting u5, the URL requires the value to be encoded. Do not use the encoded value in the commissioning list, use the unencoded value. Only the Commissioning List name, not the values will be visible in reporting.

  • List Requirements
    • Must be a .txt file.
    • Every row must contain only one ID. Two comma-separated values on one row will be interpreted as one ID, not two.
    • The file name has a 50-character limit and must be formatted as
      [publisher name]_[audience name]_[date mmddyyyy].

Example

A publisher and advertiser agree to target two audiences for their Audience Engine campaign; lapsed customers and high AOV buyers. The publisher will create two different commissioning lists, one for each audience. 

Lapsed Customers:
The publisher uses one value in the u5 attribute to represent the Lapsed Customer target group. 
  • Value: 12345
    List Name File Contents File Format
    PublisherA_Lapsed Customers_04102023 12345 .txt
High AOV:
The publisher uses several values to indicate High AOV. Each value is a possible value that will be set in the u5 for the High AOV target group.
  • Values: 1000, 2000, 3000
    List Name  File Contents  File Format 
    PublisherA_HighAOV_04102023 1000
    2000
    3000
    .txt

Remember

Each commissioning list, once prepared, should be emailed, or delivered appropriately to the advertiser team. This team will upload the file and create the offer.

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