Segments & Lists

There are three types of prospect audiences that can be created and managed in the CDP Plus.

These audiences are powered by Zeta Global’s proprietary data set.

  • Zeta Audiences

  • Matched List

  • Lookalike Audience

The central hub for managing audiences is through the Segments and Lists page. In order to create an audience, press the “Create New” button on the top right and pick between one of the 3 options:

Zeta Audiences

Zeta Audiences are segments created by selecting/combining various attributes available from Zeta’s collection of proprietary audience data. These audience attributes are categorized by top level categories listed below.

Data Category



The behavioral data category includes online digital audiences that demonstrate an intent to convert in various product categories.


The location data category includes audiences that have been observed to be physically within interesting points of interests. This location data provides scalable audiences via easy to select location categories.


The transaction data category includes audiences that have been observed to have completed a transaction within the listed categories allowing you to target users that have shown explicit interest in listed areas.


The financial data category includes audiences with attributes in various areas. These attributes are observed from credit data that have been permissioned and shared with Zeta.


The demographic data category includes various affinities that audiences have been observed to be aligned with. These could be product or brand affinities.

To create a new Zeta Audience, start by selecting the “Zeta Audience” option under “Select type of audience” modal. Select 1 or more audiences by pressing the “Add Audience” button and choosing Zeta Audiences. Then, choose the relevant audiences by navigating through the filter panel. If you are looking for a specific audience, you can press the magnifying glass icon to trigger search and can simply search for the audience key word. You can select 1 audience or many audiences in one go by pressing on the “+” icon next to the audience name. Take the overlap between multiple audiences using the And operator between selected audiences or pull folks from multiple intender audiences using the Or operator. Click the operator word to toggle between the two. Additional filters can be added to narrow down the audience by Gender, Age, Location, and/or Income. The chart on the right is a reflection of the demographics of the selected criteria. Once you are satisfied with your query, you can save the audience for future use or for activation.

Matched List

A matched list is a set of first-party individuals uploaded into the Zeta Marketing Platform who are then matched to Zeta’s Data Cloud and further enriched with potential intender audience membership and other data points. This matched list can then be activated against Zeta’s omni-channel solutions or extended using our AI driven lookalike modeling capabilities.

In order to create a Matched List,

  1. Select Type of Audience → Matched List

  2. You will have the choice of 2 file source options:

    1. Upload a seed file:

      1. Upload a CSV file from your local machine with the seed audience directly from the UI. This is the preferred and simplest approach.

      2. You can simply drag and drop the source file from your local machine

    2. Upload seed file to a remote SFTP server:

      1. If your seed file is larger than the allotted file size, you can also use the remote SFTP server option to upload the seed audience

      2. When creating a New SFTP location to drop the file to:

        • Enter in the Audience 'Name' and 'Description'


        • “Save” the audience to generate a unique remote location

        • Copy the unique location and navigate to that folder on your favorite SFTP client (e.g. FileZilla, etc)

        • Upload the seed file to the specified location using the SFTP client

        • The dropped file will get automatically picked up and internally moved to the S3 location for processing.

          • Note - Once the file is picked up, the folder in your SFTP client will be empty

  3. File Format

    1. There are specific column header requirements to successfully match the seed audience to the Data Cloud. These requirements can be found here: . Any additional fields not required for identity resolution are ignored.

  4. Once the file is uploaded or added to the FTP Folder click Next

    1. To ensure the Match list was uploaded successfully, the user can review on the Segments & Lists page and see the status is set to Active

  5. Once the Audience is available, the User can

    1. User can also Explore the Audience in the Audience Explorer

    2. Save the audience for activation or reuse

    3. Extend the audience using a lookalike model

  6. Importing Custom Attributes (Advanced)

    1. For certain advanced use cases, clients may wish to explore custom properties for a Matched List. For example, an insurance client may wish to explore properties such as “policy_expiration_date” or a telecom provider may wish to explore properties such as “ARPU”. Such use cases can accomplished through Zeta’s solutions team. The general flow to onboard such data properties are as follows:

      1. Upload the seed list as a match list as described above

      2. Upload the same seed list through the CRM based user upload process. This step requires a superuser access.

      3. Once successfully uploaded, return to Audience Explorer. You should see a “Properties” section at the bottom of the Audience Explorer

      4. Within Properties, explore custom properties and associated audience counts.

Note: We don’t ingest matched list records (matched or unmatched) into the ID graph for any purpose and only do look-ups. We do, however, save the original file and associate it with the “matched list” segment to allow clients to re-export and activate the users to the DSP anytime (without having to do another upload). This is because our identity graph is always growing so an export on one day may have different results later.

Matched Lists Insights

Matched List Insights provides detailed information about the matched audience including Match Rate, Addressability by Channel, Age, Income, Gender, Geography. To view insights for a chosen Matched List, click on the row to open up the slider from the right side of the screen. Click the cube icon in the list of icons on the left of the newly visible slider. This will display the relevant information from our Data Cloud about this matched audience.

Match Rate

Match Rate signifies the overall proportion of input records that found a matching record that’s addressable on one or more activation channels.

Addressability by Channel

Illustrates the proportion of input records that match up with a record in the Zeta Data Cloud and are reachable using our Email, Programmatic, Connected TV and/or social channels.


The remaining visuals display demographic information from the matched input records as they exist in our Data Cloud. These demographic illustrations include Geographic, Gender, Age, and Income.

Lookalike Audience

A Lookalike Audience is an audience generated by the Zeta Marketing Platform based on a set of first-party individuals. This AI-generated audience represents a collection of people most similar to the seed audience across thousands of attributes known to Zeta’s Data Cloud. If you are trying to answer the following question, then ZMP’s Lookalike modeling capabilities can help: “Who are the top prospects known to Zeta that are most similar to my seed audience so that I can achieve my goal of reaching X million prospects across channels?”

There are 2 ways to generate a lookalike audience

  1. Using an existing matched list (this is the preferred and simplest option)

    1. In Segments and Lists, on any existing matched list, press the “three dots” on the right hand and press “Generate Lookalike”

    2. Name your audience, adjust your audience parameters

    3. Generate

  2. Directly from a seed file (if there is no existing matched list to extend)

    1. In Segments and List, “Create New” → “Lookalike Audience”

    2. Fill in the stepper flow

      1. Name, Description: Name needs to be unique and not previously used

      2. File Source: Choose between Matched List (recommended), or Local Source (upload a seed file from your desktop). There are specific column header requirements to successfully match the seed audience to the Data Cloud. These requirements can be found here: . Any additional fields not required for identity resolution are ignored.

      3. Audience Parameters: Based on client’s desired reach goals, select the appropriate desired level of precision. Note that the eventual match rates will depend on the activation channels. For example, if the activation channel is Programmatic, then the actual avails will need to be estimated by overlaying supply avails.

To ensure the Lookalike Audience was created successfully, users can review the Segments & Lists page to see the status.

Once the Audience is available,

  1. User can also Explore the Audience from the Audience Explorer

  2. User can save the audience for reuse

  3. User can syndicate the audience Programmatic or ZXDS (Acquisition Email) for activation

Audience Export

Users will notice the option when exporting audiences to programmatic, ZXDS, or 3rd party partner platforms. Example below:

If you are interested in leveraging this functionality please reach out to your Account Manager for the next steps.