Audience Segments And CDP Integration

Customer Data Platform (CDP) data allows businesses to reach their audiences more effectively by segmenting users and allowing auctions to target specific campaigns.

Key Benefits

1. Precision Targeting and Audience Segmentation: CDP integration allows you to create detailed audience segments based on customer behavior, preferences, and other data points. These segments will be available in the campaign creation flow, enabling you to precisely target users for your ad campaigns.

Example Segments You Could Use:

• First-time buyers
• Lapsed users (e.g., those who haven’t visited in 30 days)
• Buyers from specific product categories (e.g., healthcare, electronics)
• Users who visited the site but did not purchase

This targeted approach helps ensure your campaigns reach the right users, improving engagement and conversion rates.

2. Automatic Synchronization: Once integrated, your CDP segments will automatically sync with Topsort daily. This means if new users are added to a segment, they will automatically be included in any ongoing or future campaigns, without requiring manual updates.
3. Real-Time Data Activation: Your user segments will be activated in real-time, meaning they are directly pushed to the Topsort platform for use in campaigns, allowing for more dynamic and responsive advertising strategies.

 

How it Works

 

1. Pre Configuration

To enable this integration, there are a few steps you need to take:

1. Work with your CDP provider to provide API access to your segments.
2. Integrate and set up automatic synchronization of the segments into our Segments API. Please refer to the Integration Guide for details on how to do it.

 

2. Campaign Setup

3. During campaign creation on the Topsort platform, you’ll be able to select one or more segments per campaign to define your target audience. Topsort will then use this segment to filter or boost the users who are eligible to see the ad. This makes the process simple and ensures that only relevant users are targeted.

 

3. Auction Process

During an auction, the opaque user ID can be provided in the body of the request, using the opaqueUserId field. The following auction request can be used to retrieve winners taking into consideration the segment of the specified user.

{
  "auctions": [
    {
      "type": "banners",
      "slots": 1,
      "slotId": "homepage_banner",
      "device": "mobile",
      "opaqueUserId":"0000488787_0681bb44-8553-41f3-a912-ca526afab323"
    }
  ]
}

Boosting vs. Filtering

Topsort allows two configurations for Audience Targeting: Boosting and Filtering:

1. Boosting: Adjust bids dynamically by increasing or decreasing them based on specific segments.

Example: Apply a boost factor of 1.3x on the maximum bid value for users that are in the segment, as they are the most likely to engage.

For example, if the user belongs to the selected segment, the final bid would be calculated as:

Final Bid = Base Bid * 1.3

If the user is not in the selected segment, your final bid would be:

Final Bid = Base Bid

2. Filtering: Apply hard filters to only include users in the selected segments configured in the campaign. Filtering ensures your ads are only shown to the selected audience.

Example: When creating a campaign, you can select specific segments to target. This means that only users who belong to those segments will see this ad.

When the auction is called, Topsort will only consider users who are part of the selected segments to see the campaign. If a user does not belong to any of the selected segments, they will not be eligible to see your ad.