Look-alike Audiences
- 07 Oct 2024
- 4 Minutes to read
- DarkLight
Look-alike Audiences
- Updated on 07 Oct 2024
- 4 Minutes to read
- DarkLight
Article summary
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A Look-alike Audience is an audience expansion use case intended for campaigns focused on reach and brand awareness.
Other Look-alike Audience use cases include cross-sell/upsell opportunities and new user acquisition.
For example, a Look-alike can be created based on a seed audience of an Advertiser’s existing customers to reach other similar users that may be interested in an Advertiser’s products and services.
| Region | Country |
|---|---|
| Asia | India |
| North America | USA |
| South America | Brazil, Mexico |
| Europe | United Kingdom, France, Germany, Italy, Spain |
| Oceania | Australia, New Zealand |
- Select the Look-alike Audience to Increase Reach use case
- Provide an Audience Name
- Define Seed Audience
- Enter an Audience Size
- Add Comments
- Click Create Audience
To create a Look-alike Audience:
- Choose Look-alike Audience to Increase Reach.
- Provide an Audience Name.
- Identify a Seed Audience. Look-alike Audiences can be built based on a client’s 1st-Party data (DMP Segment) or Samsung’s proprietary data (Standard Audiences).
DMP Segment
Click here for instructions
Select the DMP Segment radio button.
Click + Add.
Select your Client’s DMP segment from the drop-down menu, or type a DMP segment name, an ID, or enter a DMP Data Provider in the search field.
There are 4 DMP segment S3 status categories:
AVAILABLE - DMP segment S3 translation request is already complete. This means that your selected DMP segment is available for Look-alike creation.
PROCESSING - DMP segment S3 translation request has been initiated. You can select DMP segments in this S3 status as Look-alike seeds.
NOT PROCESSED - DMP segment S3 translation request has not yet been initiated. You can select DMP segments in this S3 status as Look-alike seeds. By doing so, Audience Builder will submit a translation request to DMP in the backend.
FAILED - You will not be able to select DMP segments that are in Failed status. If you have questions about why your DMP segment failed, please reach out to the DMP Team.
- Click the radio button to mark your selection.
- Click Add Audience.
Important
Look-alikes built from External 1st-Party DMP segments are client-specific and can’t be used for competitive conquesting
3rd-Party DMP segments cannot be used to build Look-alike Audiences and are excluded from the Seed selection
Minimum Seed audience size is 50k PSIDs. If your selected DMP segment is smaller than 50k PSIDs, Look-alike audience creation will fail
10. Click the Conversion Group list. The Conversion Group list displays. Conversion Group selection is optional.
11. Click one or multiple Conversion Groups to use as a method to creating your new Smart Audience.
12. Click the Event list. The Event list displays. Event selection is optional.
13. Click an event in the list.
- Standard Audience
Click here for instructions
Select Standard Audience radio button.
Click + Add.
Select Look-alike seeds from the drop-down menu or type an Audience Builder segment name or ID in the search field.
Important
Mobile Audiences are excluded from the seed selection at this time.
Minimum seed audience size is 50k PSIDs. You will only be able to select audiences that are greater than 50k PSIDs.
Although there are no upper limits on the seed audience size, this feature is not intended to create a Look-alike audience based on segments that are already scalable. We strongly recommend against creating Look-alike audiences that exceed 5M PSIDs. Processing of Lookalike Audiences based on seeds that exceed 10MM will likely fail.
There are 3 Standard Audience status categories:
AVAILABLE - this Standard Audience is available and can be selected as Look-alike seed.
PROCESSING - Standard Audiences in this status are processing and not available to be selected as Look-alike seeds.
FAILED - You will not be able to select Standard Audiences that are in Failed status.
- Click Add Audience.
- Select Audience Size.
You can select from three flexible similarity versus reach settings:
- Complementary: A highly similar audience targeting a specific reach
- Comparable: Mostly similar audience with broader reach
- Expansive: A broader audience offering the greatest reach
The smaller the audience, the higher similarity score.
If your selected Seed Audience is a Standard Audience, you will instantly see the estimated Look-alike audience size for all 3 settings.
- Add Comments if necessary.
In the lower right-hand corner, click Create Audience.
If you have selected a DMP segment in the Not Processed, or Processing S3 status, Smart Audience processing may take up to 7 hours.
Things to Consider
- Business rules restrict one Client from using another Client’s 1st-Party data for Look-alike creation and competitive conquesting.
- Business rules restrict using 3rd-Party data as Look-alike seeds. 3rd-Party DMP audiences will NOT be selectable.
- Look-alike Audiences are refreshed bi-weekly (every 3 days).
- Once created, audiences cannot be modified. If you need to make changes to an audience, a new audience will need to be created.
- Audience duplication is currently NOT available.
- Audience processing may fail if the DMP seed segment is smaller than 50k PSIDs. If the selected seed audience is too large (10M+ PSIDs), or if the DMP S3 translation request failed for any reason. If that happens, the audience will appear as Failed under Audience List.
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