Third-Party Data Targeting and the Catalog Tool

GUIDE:

Getting Started

The Audiences tool allows you to manage your first-party data and access targetable third-party data segments. First-party data include retargeting, CRM, and IP user pools, and is shown with potential reach and associated data CPM costs. The third-party data catalog, powered by Oracle Data Cloud, includes segment names, descriptions, data brand, and the cost to access the data (CPM). 


In the Audiences tool, you can browse or search for data segments of interest. After finding segments of interest, you can add them to the Audience Builder, combining first and third-party data, and save custom audiences for campaign targeting purposes. In the Audience Builder, you can also view and manage the sites associated with your first-party data collection in the Manage My Sites section, or edit and re-save your existing custom audience with changes taking effect immediately inactive campaigns.


Data Partners

In North America Choozle brings together data from over 70 data providers, including:

33Across Acxiom Analytics IQ
Data Alliance Datonics Dunn & Bradstreet
Oracle PushSpring Transunion
ALC Alliant Bombora
Datalogix Dstillery Exelate
Experian Factual Lotame
Comscore VisualDNA Webbula
V12  Cross Pixel Cubeiq
Pacific Data Partners Share This BlueKai
Neustar AdAdvisor Transunion

For an overview of each partner and their data collection methodology, go here.

Please note that data targeting is global and country filters can be used to see the updated reach for a specific location.

Building a Custom Audience

  1. Within the Audiences tool, select the> sign in the sub-navigation bar. You will be redirected to the Catalog Search, where you can enter a search term, or a term you would like for your results to not contain. For example, you can target "Skiing" but also filter out segments that contain "Olympics." You can use the country filter to refine the search and reflect the potential reach of available segments in that country or region.

  2. Within the results, use the filters available to the left of the search results to filter by the CPM pricing model, data brand, or category type. You can also use the result sorting, available at the top of the search results, to sort by best match, cost, or potential reach.

    When using the category filtering, consider interest-based versus intent-based segments, as well as segments related to past purchases. Or, for more basic segments such as age or gender, look for demographic libraries. A results line shows the source of the data segment in the headline ending with the segment name in bold. In the second row of the results line, you'll find a description that will help you to better understand if a given segment might be a good fit for your audience, as well as the data brand, potential reach, and data CPM.
  3. Once you have found a desirable segment, select the blue Add button on the right side of the results line to add it to your Audience Builder. You will then see that you have the option to “Include” or “Exclude” the segment.
    Most times, you will be looking to include the segment, but if there are specific demographics that you could avoid, we would recommend adding some exclusions. For example, if you are specifically looking to target women over men, you can exclude male segments. This comes at a cost of only $0.18 CPM to exclude.
    Adding a data segment may prompt you to select a data CPM cost model for the segment. If you anticipate your ad placement CPM to be less than $5, you may find the percentage of media spend cost model to be best. Try to pick the five or six most relevant segments while leveraging an "Or" statement by "Including" them in the Audience Builder.
    Individual segment performance will be visible within the Detailed Reports, which can be used to optimize your audience thereafter. 


The difference between the percentage and flat dollar data CPM:

These are both essentially data rental fees that you would pay to the data provider per 1,000 impressions you serve to this audience.  You can opt to pay a flat dollar or you can choose to pay % of your overall media placement cost per CPM. The media placement cost includes bids, cross-device targeting, viewability metrics, and anything else that factors into the impression being served.  The percentage model is great for static display campaigns, but keep in mind, if you have to increase your bids, you will likewise be increasing your data cost. We would also not recommend using the percentage for anything but static display as bids for video, native and CTV end up being much higher in general. 

Examples:

% - My regular media placement CPM is $10 and the data I chose has a CPM of 18%. My data CPM will work out to $1.80, giving me a total CPM of $11.80

$ - My regular media placement CPM is $10 and the data I chose has a CPM of $1.54. My total CPM is $11.54.


Optionally, if someone really must fall into buckets to be an ideal audience member, you can use "And" statements within the Audience Builder to create layers of requirements. This is typically not recommended unless absolutely necessary, as it will cause the CPM to exponentially increase and will severely limit the potential reach. 

As previously mentioned, excluding segments is a great, less expensive tactic for very binary qualifiers; such as age, gender, or household income, as it only costs $0.18 to exclude as many segments as desired. 

Once you have all of the desired segments placed in the Audience Builder, save the custom audience and give it a name. The audience will then live under the Audiences tab in the Custom Audiences section.

Implementing a Third-Party Data Targeted Campaign

  1. Once you've built and saved your custom audience, it can be added to your ad group within the Targeting section by typing its name in the box and selecting it from the dropdown.
     
  2. Enter any other targeting parameters, such as geolocation, bids, and ad group budget. We recommend, so best practice is to refrain from layering categories or sites into a data targeting ad group. 
    • Bids for data targeting can typically range from $1-3 for broader audiences with wider potential reaches
    • Bids for data targeting can typically range from $4-7 for narrower or B2B audiences with lower potential reaches. 

Our CPM Cheat Sheet provides additional context into recommended starting bid ranges, and the campaign's performance can be used to judge whether bid adjustments need to be made.

Custom Data Solutions 

Choozle offers data from more than 65 data partners, but if our Data Catalog containing thousands of data segments leaves you wanting more, then there are additional Custom Data solutions are available. If you are unable to find a data segment that meets your target audience, Choozle has extended partnerships with nearly a dozen data partners who can create bespoke audiences for your unique need. 

Data partners for B2B campaigns include Bombora, Dun & Bradstreet, and LiveRamp B2B. Data partners for B2C campaigns include Cross Pixel search retargeting, Dstillery, Epsilon, Factual, Oracle, and PushSpring. 

CPMs vary based on provider and audience. 

Choozle offers Custom Data Solutions to leverage external data partners as part of Choozle's Supported Solutions and can be implemented with the help of our Client Experience team. Please allow 10-15 business days for custom audiences to be created.

 

Search Retargeting

Expand your search strategy to display advertising with search retargeting (also known as search targeting) through specialized data partners including Cross Pixel, Datonics, and others. This audience-based targeting approach enables the ability to reach users on other sites based on their search queries.


Site Conquesting

Stay ahead of your competitors by creating a custom audience of users that have visited competitor websites or locations. For example, through our partners Dstillery and NinthDecimal, we can create a custom audience for a B2C brand of people who regularly visit H&M, Forever 21, and Sephora’s websites.


Lookalike Audience Modeling 

Leveraging an existing first-party data set (retargeting, CRM, or conversion data segment in Choozle) our data partners can model the cookie profiles contained in that audience and find data segments that contain similar cookie profiles to a varying and defined degree. 


Importing First-party Data

Bring your customer data and segmentation closer to your digital media buying. Connect your DMP such as Adobe’s DMP and Marketing Cloud, with Choozle to reach relevant audiences, make informed decisions in real-time, and maximize your efforts. These data segments using first-party data from your DMP are then available at a $0 CPM to use in any of your campaigns.


SIC Code/NAICS Code 

Niche audiences are common with B2B campaigns. Leveraging data partners like LiveRamp B2B, Dun & Bradstreet, Bombora, you can get very specific. Create a custom audience based on the specific SIC or NAICS codes, as well as any other firmographic data, to use in your digital advertising campaigns. 


Account-based Targeting 

Your specific buyer personas are unique, which means your audience needs are unique. Referencing a list of your target accounts, Dun & Bradstreet can build a custom audience that meets your needs by tapping into 300M+ business records and mapping the data to 350M+ cookies and mobile device IDs.