Just Asking For a Friend: Acuity Live Audiences
June 20, 2019
It’s time to say goodbye to manual audience segmentation. For starters, it sets buyers up for inefficient and ineffective campaign management. Buyers need to cherry-pick from innumerable audience attributes, across many data sources, to build segments. They also need to manually track and analyze performance (an incredibly slow process), then make manual adjustments.
The “mass blast” approach of grouping people together, deeming them “the same” or “similar”, and shooting them an ad at predetermined times is simply not enough to reach and connect with consumers today. To thwart these pain points, Acuity Live Audiences gives advertisers custom campaign audiences created from AcuityAds’ proprietary datasets. Here’s a rundown of the Cliff’s Notes version!
Acuity Live Audiences
Acuity Live Audiences is an AI-optimized audience segmentation product. With it, media buyers can tap into the power of AI in an entirely new way, without having to switch buying platforms or change workflows. These segments are highly customized, created in real-time, and maintained and refreshed to the minute – so advertisers can reach audiences at the exact point that it matters.
We call upon 4 primary data sources in order to create an Acuity Live Audience profile:
Interests: Proprietary data, using social signals to identify and reach target audiences.
Passions: Video-viewing behavior as a signal for identifying interests and passion points relevant to target audiences.
Intent: Search keywords that allow us to map users from site-search behavior.
Affinity: Data collected from 3rd party shopping data and 1st party pixels on client e-commerce sites.
Acuity Live Audiences taps into our decision science technology to create and maintain unique, campaign-specific audiences. Each segment is suited to the advertiser’s brand, campaign objectives, and parameters so media buyers can target their most valuable audience members and maximize campaign performance.
How It Works
Audiences are refreshed based on new data, campaign performance, and machine learning so ads reach your latest and greatest consumers. Our AI platform automatically creates your most profitable campaign segments by using predictive algorithms from over 700 million live consumer profiles, each comprised of our proprietary search and shopper data, several 3rd party data sources, and your brand’s 1st party data.
We apply individual characteristics (differentiating value, needs, and interests) and assign user propensity scores (the likelihood to take an action after ad exposure) to each profile. In addition, our AI works 24/7 to auto-optimize your audiences so they stay on-target and deliver max profitability. Pretty cool, right?
Want to learn more about how Acuity Live Audiences can help you reach your latest and greatest audience? Contact us today!
Stay tuned over the next few weeks as we break down additional topics in our “Asking for a Friend” series.