Third-Party Data Targeting and the Catalog Tool

GUIDE:

• Getting Started
• Data Partners
• Building a Custom Audience
• The Percentage Model with CPM Caps
• Implementing a Third-party Data Targeted Campaign
• Custom Data Solutions 
  
  
  

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 includes segment names, descriptions, data brands, 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 after inactive campaigns.

• Data Targeting [Overview Document]
• Custom Data Solutions [Overview Document]
• Lookalike Modeling [Overview Document]
• Data Partner Summary [Overview Document]

Data Partners

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

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 third-party data segment will prompt you to select a data CPM cost model for the segment.
4. 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 increase exponentially and 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.

The Percentage Model with CPM Caps:

Percent of media pricing can save on total campaign costs, especially when applying data targeting on less expensive inventory. No pricing floors  previously existed specifically to ensure costs are kept low. There are some areas of high-CPM inventory, where percent of media pricing would mean higher costs. Due to this, we’ve worked with our data partners to apply CPM caps on all percent of media targeting segments to ensure that data costs don’t exceed advertiser’s expectations when buying more expensive inventory. Now whenever you leverage third-party data segments, the lower cost option (either the percentage of media or the CPM cap) will always be applied. 

Examples: Bombora segment at 30% or $3 Cap.

• % -If I ran a static display ad group targeting this Bombora segment with my media placement cost at $4, I would pay $1.20 as my data CPM (30% of $4 = $1.20). 
• % Cap - If I ran an audio ad group targeting this Bombora segment and my media placement cost was $25, I would pay the set Bombora CPM cap which is $3 (30% of $25 is greater than the $3 cap). 

Please note that this design is meant to be net-neutral or slightly favorable for our clients on a per element basis.

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, 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 needs. 

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,  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 who 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.