Audience Segmentation

Overview

Audience Segmentation gives you the ability to split your audience for A/B testing, so that you can compare how well a campaign does for separate groups.

Usually, you want to use Audience Segmentation in conjunction with line-items and/or tactics.

Getting Started

  1. Click Audience Segmentation from the Targeting section inside a Campaign, or in the Targeting section within a line-item.

As it is so closely tied to the details of a campaign, Audience Segmentation, unlike most other Targeting categories, is not available at the Network or Company levels.

2. The Zeta DSP/DMP displays the Audience Segmentation interface, including an Include/Exclude drop-down and an Add Segment button.

3. Zeta splits audience members into 1,000 groups of even size, each assigned a number between 1 and 1,000. Thus, if there were a billion in the Zeta audience, each group would contain a million individuals. You place these groups into two different buckets, one of which is included and one of which is excluded. Or, you may have more buckets if you prefer.

4. Select Include to create a segment that will be targeted.

5. Click Add Segment. The DSP displays a box for Segment 1. Enter the groups to be in this segment, as a range. For example, 1-500.

6. Select Exclude to create a segment that will not be targeted.

7. Click Add Segment. The DSP displays a box for Segment 2. Enter the groups to be in this segment, as a range. For example, 501-1000.

8. Optional: You may continue to add segments if you wish. For example, the following would be valid: Segment 1: 100-200 | Segment 2: 400 | Segment 3: 600-700

9. Check the Enable Cross-Device Segmentation box to leverage Zeta's Cross-Device connection data to surpass device-based targeting. When you have first- or third-party data segments we can use Cross-Device targeting to also find people in such segments on other devices and/or when they appear under other IDs. By this means the DSP can prevent a single individual from being a member of more than a segment. Otherwise, it is possible that a person may be in one segment via their laptop, another via their smartphone, etc.

10. When you are ready, click Save. Otherwise, click Cancel.

When Cross-Device Segmentation is selected, audiences are segmented by clusters composed of user IDs grouped by association at a given time. These clusters are dynamic based on distinct behavioral or location changes that persist. Although at the time of bid a user ID is contained in only one cluster, a historical analysis could show a small overlap of user IDs in two distinct audience segments caused by re-clustering over time.

Audience Segmentation Targeting Example

Suppose we want to create two audience groups:

  1. Click Include.

  2. Click Add Segment. The DSP creates a Segment 1 box.

  3. Enter 1-500 into this box. The DSP displays a screen as in Figure 2.

  4. Click Save. The DSP AI now targets 500 of its 1,000 audience groups and does not target the other 500.