Equativ 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“
      

      

      
      

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

      

      
      

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

      

       

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.
      

      

   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:
         

         

         
         

      2. and it will transform on a red switch:
         

         

          

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

      

       

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.