Audience Segments And CDP Integration

Topsort’s audience targeting capabilities enable precise campaign targeting by leveraging your first-party data and behavioral insights to reach the right users at the right moment.

Audience Creation Methods

1. CDP Integration

Customer Data Platform (CDP) integration is the most powerful method for leveraging your existing audience infrastructure.

Key Benefits

1. Precision Targeting and Audience Segmentation: Create detailed audience segments based on customer behavior, preferences, purchase history, and engagement patterns.

   High-Value Segment Examples:

   • New Customer Acquisition: First-time buyers, site visitors who haven’t purchased
   • Customer Retention: Lapsed users (30+ days since last visit), repeat purchasers
   • Category Affinity: Buyers from specific categories (healthcare, electronics, beauty)
   • Behavioral Segments: Cart abandoners, high-value customers, seasonal shoppers
   • Competitive Conquest: Users who purchased from competitor brands

   Tip

   These targeted segments typically see 2-4x higher conversion rates compared to broad targeting.

2. Automatic Synchronization: CDP segments sync automatically with Topsort daily, ensuring your campaigns always target the most current audience data without manual intervention.

3. Real-Time Data Activation: Audience segments are immediately available for campaign targeting, enabling dynamic and responsive advertising strategies.

2. Custom Audience Building

Build sophisticated audiences using inclusion and exclusion logic:

Inclusion Sets

Define users who should be included based on specific criteria:

• Purchase behavior: “Include users who purchased electronics in the last 30 days”
• Browsing activity: “Include users who viewed premium brand pages”
• Engagement patterns: “Include users who opened 3+ marketing emails”

Exclusion Sets

Refine your audience by excluding unwanted segments:

• Recent purchasers: “Exclude users who bought the promoted product in the last 7 days”
• Competitor customers: “Exclude users currently subscribed to competitor loyalty programs”
• Budget constraints: “Exclude users from high-cost acquisition campaigns”

Advanced Example Target: Electronics enthusiasts ready for premium

purchases - Include: Users who viewed electronics categories AND have purchase history >$500 - Exclude: Users who purchased electronics in the last 14 days OR are in current electronics campaigns - Result: High-intent, high-value prospects not currently being targeted

3. Predefined Audience Libraries

Access curated, high-performing audience segments:

• Industry-standard behavioral segments
• Seasonal shopping audiences
• Cross-category affinity groups
• Demographic and geographic segments

Implementation Guide

1. Data Preparation

   For CDP Integration:

   • Coordinate with your CDP provider to grant API access to audience segments
   • Map your existing segments to Topsort’s taxonomy
   • Set up automated daily synchronization schedules

   For Custom Audiences:

   • Define your targeting criteria and business objectives
   • Gather necessary data points (user IDs, behavioral events, purchase history)
   • Plan inclusion/exclusion logic for optimal audience sizing

2. Technical Integration

   Integrate audience data through our comprehensive Segments API. The Segments API handles userID hashing and connects with our Audience Builder to process both CDP data and behavioral data from your platform.

   Reference: Complete Integration Guide

3. Campaign Configuration

   During campaign creation using the Campaign API, you can select specific audience segments (up to 5 per campaign) to define your target audience.

   Configure audience combination logic using AND/OR operators for maximum precision.

   

4. Auction Integration

   Include the opaqueUserId in auction requests to enable real-time audience matching. The Auction API connects with our User Store to match users against configured segments:

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

Audience Activation Methods

Topsort provides two powerful methods for applying audience targeting to your campaigns:

Boosting Strategy

Dynamically adjust bid values based on audience membership to prioritize high-value users.

Smart Bid Optimization Example Scenario: Premium beauty brand

targeting high-value customers Configuration: Apply 1.5x boost for “Premium Beauty Buyers” segment Results: - Base bid: $2.00 - High-value customer: Final bid = $2.00 × 1.5 = $3.00 - Standard user: Final bid = $2.00 Outcome: Premium customers see ads more frequently while maintaining cost efficiency for broader reach.

Filtering Strategy

Apply hard exclusions to ensure ads only reach your precisely defined target audience.

Precision Targeting Example Scenario: New product launch targeting

electronics enthusiasts Filter Configuration: Only show ads to “Electronics Buyers” + “Early Adopters” segments Result: Campaign reaches exclusively high-intent users, maximizing conversion rates and minimizing wasted impressions.

How the System Works

Topsort’s audience targeting system processes data through several key components:

• Segments API: Ingests audience data from CDPs and processes userID hashing for privacy
• Audience Builder: Combines first-party CDP data with real-time behavioral data
• User Store: Maintains user segment memberships with online updates
• Campaign API: Enables audience selection during campaign creation
• Auction API: Performs real-time audience matching during bid requests

This architecture ensures that audience data remains current while enabling real-time targeting decisions during auctions.

Audience Administration & Governance

Access Control

Manage which advertisers can access premium audience segments:

• Open Access: Available to all campaign creators
• Restricted Access: Limited to specific advertiser accounts
• Premium Tiers: Reserved for high-spending or strategic partners

Performance Monitoring

Track audience performance across campaigns:

• Conversion rates by segment
• Cost-per-acquisition optimization
• Audience overlap analysis
• Segment size and refresh rates

Data Privacy & Compliance

Ensure responsible data usage:

• Anonymized user identifiers through hashing
• GDPR and privacy regulation compliance
• Secure data transmission and storage
• Audience data retention policies

Best Practices

Audience Sizing

• Minimum viable size: 1,000+ users for stable performance
• Optimal range: 10,000-100,000 users for most campaigns
• Premium segments: Smaller, high-value audiences (1,000-5,000) acceptable for luxury/niche products

Campaign Optimization

• A/B testing: Compare broad vs. targeted approaches
• Seasonal adjustment: Update segments based on shopping cycles
• Cross-campaign coordination: Avoid audience fatigue through frequency capping
• Performance monitoring: Track ROAS improvements from targeted campaigns

Revenue Optimization

• Tiered pricing: Charge premium rates for exclusive audience access
• Package deals: Bundle complementary audience segments
• Performance guarantees: Offer ROAS commitments for premium targeting

Tip

Retailers using advanced audience targeting typically see 25-40% higher revenue per advertiser compared to basic demographic targeting.

Getting Started

Ready to implement Topsort’s audience targeting capabilities? Start with these steps:

1. Audit existing data: Identify your most valuable customer segments
2. Choose integration method: CDP sync or custom audience building
3. Pilot with key advertisers: Test premium targeting with strategic partners
4. Measure and optimize: Track performance improvements and expand successful segments
5. Scale strategically: Add governance controls and premium audience tiers

Advanced audience targeting enables precise campaign targeting that drives both advertiser success and platform revenue growth.