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Use Case 2: Data Onboarding for Targeting and Exclusion

This use case allows brands to use their first-party data to retarget specific customer segments or exclude them from campaign delivery.

2 Different objectives:

  • Retargeting: Engage with an audience segment defined by your first-party data, such as existing customers or high-value prospects.

  • Exclusion: Prevent specific audiences, such as current customers, from seeing your ads to focus on acquisition or other priorities.

Implementation Steps:

  1. Onboard Your Data: Upload your first-party data (e.g., CRM or loyalty program lists) to the Equativ platform. This data will be tokenized and integrated into the targeting setup in a privacy-compliant manner. [Link to Tech Documentation]

  2. Create a Targeting Segment:

    1. Select the segment based on the onboarded data. Search for your curator name within Audience segments clicking on “+ Add Audience Segments“

      image-20241120-101536.png

    2. Click on the segment or segments uploaded that you want to leverage

      image-20241120-101615.png

    3. Click Apply and you can see the segment highlighted and selected

      image-20241120-101705.png

       

  3. Choose the objective

    1. Set Up Campaigns for Re-Targeting: This is the default option once that you select a segment. You can see the toggle on green.

      image-20241120-101705.png
    2. Set Up Campaigns for Exclusion: If your goal is to exclude certain users (e.g., customers who have already purchased a product), you need to:

      1. click on the green switch:

        image-20241120-102008.png

      2. and it will transform on a red switch:

        image-20241120-102057.png

         

    3. Of course you can have re-targeting segments and exclusion at the same time:

      image-20241120-102207.png

       

  4. Activate the Campaign: Once the data onboarding rules are in place, you can launch your deal filling the info regarding the DSP that is receiving the deal to activate the campaign.

    image-20241120-102414.png
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