Zeta Audiences

Zeta Audiences provides a list of all the available audiences within the Zeta data cloud to help you find the best audiences for your campaign. Audience types include: demographic, online content consumption, psychographic, transaction, visitation, financial & household, firmographic, CPG, and vehicle ownership data.

When you click on Activate Audience below the displayed characteristics of your selected audience, you will be directed to Audience Explorer. Here, you can save the created segment according to your specified characteristics.

Demographic

These audiences are curated using both data-at-rest and real-time signals exhibited by consumers within the Zeta Data Cloud.

Psychographic

Psychographics is Zeta’s method for identifying the real values consumers express through behavior, guiding both precise targeting and message development to improve campaign performance.

Online Content Consumption

These audiences are curated using the online browsing behavior exhibited by consumers within the Zeta Data Cloud.

Learn More

To view additional details about the selected audience, click on Learn More.

• The Audience Interests overview shows the categories that the selected audience engages and responds most frequently to:

• The Education Interests overview shows the education categories that the selected audience engages with and responds most frequently to. This view is dependent on the category of the selected audience.  

• The Non-Education Interests overview shows the non-education categories that the selected audience engages and responds to most frequently. This view is dependent on the category of the selected audience. 

• The Transactions overview shows the retail brands that the selected audience is more likely to spend with compared to the Zeta Data Cloud universe.

• The Visitation shows the brand locations that the selected audience is more likely to visit compared to the Zeta Data Cloud universe.

• The Financial & Household shows the financial and household attributes that the selected audience is more likely to have compared to the Zeta Data Cloud universe.

• The Geographic Distribution shows the Customer density vs Zeta Data Cloud baselines across geographies

Transaction

These audiences are curated from brand purchases and indicate the likelihood of purchasing with the selected brand by consumers within the Zeta Data Cloud.

Visitation

These audiences are curated from visits to physical brand locations by consumers within the Zeta Data Cloud.

Financial & Household

These audiences are curated using the financial and household information of consumers within the Zeta Data Cloud.

Firmographic

These audiences are curated from professional information, such as job title and company of consumers within the Zeta Data Cloud.

CPG

These audiences are curated using Consumer Packaged Goods (CPG) purchases by consumers within the Zeta Data Cloud.

• This list showcases CPG categories and subcategories of data available at an additional cost. Additional SKU-level data fields are also available. Please reach out to your Zeta account representative for more information. 

Vehicle Ownership

These audiences are curated from the automotive ownership information of consumers within the Zeta Data Cloud.

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Political

These audiences are curated using voter data from L2, Zeta's political data partner, providing access to the full U.S. voter database across all 51 states with historical data from 2022–2024. This data supports political, advocacy, and public affairs use cases through targeting, measurement, and audience creation.

Core Data Available

• Vote history

• Party affiliation

• Donor activity and contribution intelligence

• Household and demographic enrichment

• Lifestyle, behavioral, and interest-based attributes

• Digital marketing identifiers, including MAIDs and IPs

• Census and socioeconomic data insights

Permitted Use Cases

• Political audience targeting

• Voter profiling and segmentation

• Geographic and demographic breakdowns

• Campaign performance measurement

• Audience analysis and measurement

Coverage

L2 provides nationwide voter intelligence coverage across all 51 states, enabling both broad-scale audience activation and highly localized analysis.

Supported geographic breakouts include:

• State

• DMA

• Congressional District

• Legislative District

• County

• Precinct

Additional capabilities include:

• DMA and district-level audience analysis

• State and district-level voter intelligence

• Localized voter segmentation and targeting

L2 Data Characteristics

• Robust Data Hygiene: Ongoing data cleansing, verification, and identity resolution processes designed to support high-quality voter intelligence and match accuracy.

• National Scale + Local Precision: Reach audiences nationwide across all 51 states while enabling district, county, and precinct-level targeting and analysis.

• Rich Audience Intelligence: Go beyond standard voter files with demographic, behavioral, household, lifestyle, and donor insights for deeper audience understanding.

• Activation-Ready Foundation: Support targeting and activation workflows with matchable identifiers, including hashed emails, MAIDs, and IP-based activation capabilities.