Audience Segments (DMP) Targeting

Audience segment targeting is an optional feature. For more information, or to enable the feature, speak with your Triton Digital Client Success Manager.

Audience segment targeting is an optional listener targeting tool that lets you target specific audience segments as defined by one or more audience measurement platforms, such as TAP's integration with TruAudience or an external DMP.

The steps involved in setting up segment targeting are:

• If you are only using Triton Digital's segment targeting via the TruAudience segment aggregator, you are already connected to the service once you have signed up. The segments are in place and ready to use in Listener Targeting.

• If you are using an external DMP, such as Salesforce Audience Studio or Neustar, you must connect to that DMP before you can use it.

IP-based segments can work with podcasts, but listener ID-based segments do not. If you plan to target podcast listeners, ensure you're using IP-based segments. (TruAudience segments include IP-based. If you are using an external DSP, they should be able to provide this information to you.)

Using Segment Targeting

Use segment targeting to leverage the data and insights you have about listeners to your website or app to reach specific, custom audiences and increase monetization opportunities. You can also use it to help solve inventory issues. For example, your "sport enthusiast" listener might not always be connected to the most popular station of your network, but reaching them via segments on those less-sold stations helps monetize that station while not overbooking the most popular one. In other words, you can increase the value of run-of-network inventory by serving more valuable ads.

Audience segments are lists of identifiers, such as cookies, IP addresses, mobile advertising IDs (AdID or IDFA), or PPIDs. You can work with your advertisers to target ads to relevant audience segments such as "sports enthusiasts" for sporting goods ads, or "fashionistas" for fashion ads. Targeting to specific audiences provides a better advertising experience for station listeners and improves effectiveness for both advertisers and publishers.

Listeners included in audience segments are identified solely by random identifier numbers. Mobile advertising IDs like AdID (Android) and IDFA (iOS) are resettable identifiers set by a mobile device's operating system. Both Android and iOS provide a mechanism for users to indicate they don't want to receive targeted interest-based ads, which applications receiving the identifiers must comply with. Please see the applicable Android and Apple documentation for more information.

To apply segment targeting to a flight, go to Listener targeting > Create listener targeting rule, and select Other > DMP segment.

The DMP segment list appears, populated with the segments you have access to. You can use the filters to narrow the list and then select the segments you want to target in your flight. For example, you can filter by Segment name includes "food" to see only the food-oriented segments:

Segment Targeting Usage Notes:

• While it is possible to combine audience segments targeting with other targeting rules, this is not recommended.

• Although you can stack up many sets of segments within a rule, be aware that creating segmentation targeting rules with too many options can limit the avails for your campaign. (Also note: you cannot add the same segment more than once in a flight.)

• Segment and usage fees apply. For more information, see Segment Pricing and Billing.

• Each segment includes a CPM segment fee that is charged against impressions delivered on campaigns which target that segment. There is also a flat Triton Digital usage fee that applies to all Triton Data targeted impressions. (For more information, see the Triton Data Segments List and Data Connect Pricing and Billing.)

• Segment impressions do not appear as a separate category or column in Affidavit reports. For this type of information, use the TAP Segment Report. Tip: one way to identify audience segment targeting impressions within Affidavit reports is to use flight names that include a reference to the segment, such as "BlorkPizza Segment Foodies."

• For Reach Extension users, the reseller’s flight targets the reseller’s DMP segments, and the owner’s flights target the owner’s DMP segments.

Segment Pricing and Billing

When you use a targeting segment, a segment fee and a CPM usage fee are applied to the use of the segment.

• TruAudience segment fees are billed through Triton Digital.

• External DMP segment fees are billed by the DMP.

If you use both TruAudience and an external DMP, and you target segments from both, and a listener matches both, the external DMP’s segment is always selected.

The segment for which you're billed depends on how the flight targets audience segments. Flights can target audience segments in one of two ways: either one or another (OR), or more than one segment at the same time (AND).

Billing for "OR" and "AND" Relationships

The following billing notes are specific to segment targeting using TruAudience.

"OR"

If the targeted listener is a member of one or more segments, the ad server picks the least expensive segment that the listener belongs to and serves the ad. If multiple segments are tied for least expensive, the ad serveer randomly selects one of them. In either case, you are only billed for one segment. Examples:

• The flight targets "Segment A OR Segment B" and the listener belongs to only Segment A: you are only billed for Segment A.

• The flight targets "Segment A OR Segment B" and the listener belongs to both and the segments have different prices: TAP selects the less expensive segment and you are only billed for that segment.

• The flight targets "Segment A OR Segment B" and the listener belongs to both, and both segments cost the same: TAP randomly picks one and you are only billed for that segment.

"AND"

If the targeted listener matches all of the segments, the ad will serve and you are charged for all segments. This applies to both includes and excludes (i.e., if the listener matches by exclude, it is billed the same way as matching by include, because the segment is still being used as a targeting option).

If the listener does not match all targeted segments, then the ad does not serve and you are not charged.

Examples:

• The flight targets "Segment A AND Segment B" and the listener belongs to both: you are billed for both segments. In this case each impression is counted once as an "impression" but is listed twice in the Segment Breakdown report – one time for each segment.  

• The flight targets "include Segment A AND exclude Segment B and exclude Segment C." The listener belongs to Segment A and does not belong to Segment B or Segment C. The ad delivers because the listener matched all three targeting segments and you are billed for all three segments. In this case each impression is counted once as an "impression" but is listed three times in the Segment Breakdown report – one time for each segment.

Grouping

When a group of segments are selected, you are billed for the lowest price segment from the group, regardless of how many matches there are in the group. The illustration below shows how this affects groups separated by "AND" and "OR" rules.

Using TruAudience

Triton Digital uses TruAudience as TAP's segment aggregator for segment targeting. It uses pre-populated third-party segments within TAP. Bear in mind these important considerations when using pre-populated segments:

• The segments are populated by the third-party provider.

• You cannot modify the segment composition.

• TruAudience only works in the U.S.A.

• You can target, forecast, and report against segments in TAP.

Connecting to an External DMP

See DMP Settings.