When publishing and applying targeting to any Device ID, Facebook DID, Device ID Video, Device ID Address Match or Addressable STV campaigns (any campaigns that utilize device ID data for targeting), Operations will publish and apply the Regular Locations and the Household Extension from the start of the campaign by default. Operations will only apply the Lookalike Extension and Social Extension to the target audience only after the campaign has gone live if the campaign is struggling to deliver its impressions as an optimization. Operations will not apply the Lookalike Extension or Social Extension to the target audience unless approved by the partner in the line item.
Explanations of each audience segment can be found below:
Regular Locations
Regular locations are the true device IDs captured for any audience type within the requested locations themselves and within the requested lookback window. Targeting locations via geofencing is a marketing strategy that involves setting up virtual boundaries, known as geofences, around specific geographic areas such as stores, residences, event locations, or landmarks. These geofences use GPS technology to trigger actions or deliver targeted content to mobile device users when they enter or exit the predefined area.
Regular Locations audiences are predefined audience segments based on users' frequent or regular visitation to specific physical locations. Regular Locations audiences allow advertisers to target users who have demonstrated a consistent pattern of visiting particular places, such as retail stores, restaurants, coffee shops, gyms, or other locations.
These audience segments are created using location data collected from mobile devices through GPS technology. The Device ID platform analyzes this data to identify users who visit certain locations repeatedly over a period of time, indicating a high level of interest or affinity for those places.
Advertisers can leverage Regular Locations audiences to:
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Target users with relevant ads based on their real-world behaviors and interests.
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Reach consumers who are more likely to be interested in their products or services based on their visitation patterns.
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Increase the effectiveness of their advertising campaigns by delivering messages to audiences with a demonstrated affinity for specific locations.
Overall, Regular Locations audiences in the Device ID platform provide advertisers with a powerful tool for precision targeting and reaching consumers in meaningful contexts based on their offline behaviors.
Household Extension
Household Extension audience segments utilize the concept of expanding the Regular Locations audience beyond individual location visitors from the Regular Locations audience to include Mobile Advertising IDs (MAIDs) associated with the households of the devices in the Regular Locations audience. This strategy is particularly beneficial for products or businesses where multiple members of a household are involved in the purchase decision-making process, such as big-ticket items like cars or homes, or brands where children or other members of the household influence purchasing decisions, such as restaurants or entertainment venues.
Here's how Household Extension works in this context:
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Identifying Regular Audience: Initially, the Device ID platform identifies the devices in the Regular Locations audience which is composed of true device IDs captured for any audience type within the requested locations themselves and within the requested lookback window. These individuals are likely to be part of households with shared interests or purchase behaviors.
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Household Mapping: The Device ID platform then maps the MAIDs associated with the households of the devices in the Regular Locations audience. By analyzing data patterns, it identifies other devices (MAIDs) frequently found in proximity to the devices of the regular audience members, indicating they likely belong to the same household.
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Expanding Audience: Once the household MAIDs are identified, the Device ID platform then builds out the Household Extension audience segment to include these additional devices. When applied to the targeting of a campaign, this expands the reach to include not just the primary Regular Locations audience members but also other individuals within their households who may influence purchase decisions.
Overall, Household Extension audience segments in the DID platform allow advertisers to effectively target not only the primary Regular Locations audience but also other household members who play a role in the purchase decision-making process. This approach is particularly valuable for businesses selling products or services where household dynamics and collective decision-making are significant factors.
Lookalike Extension
Lookalike Extension audience segments build upon the concept of demographic lookalike audiences by incorporating both behavioral and location visit data using the devices found within the Regular Locations audience. This extension allows advertisers to expand their reach by targeting audiences that share similarities in demographic profiles, home locations, and behavioral patterns with the devices found within the Regular Locations audience. By leveraging location behavior data, the Lookalike Extension audience segment further refines the audience targeting for improved performance.
Here's how Lookalike Extension works in this context:
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Identifying Customer Persona: Initially, the Device ID platform identifies the devices in the Regular Locations audience which is composed of true device IDs captured for any audience type within the requested locations themselves and within the requested lookback window. Using this audience, the DID platform is then able to build a specific customer persona based on demographic characteristics, interests, and behaviors found within the Regular Locations audience. For example, they may define a persona such as "outdoor enthusiasts" who frequent locations like trailheads, ski resorts, climbing gyms, and health food stores.
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Analyzing Behavioral and Location Visit Data: The Device ID platform analyzes behavioral and location visit data to identify patterns and characteristics shared by the existing customer persona. This includes factors such as visitation frequency to specific types of locations, dwell time, and travel patterns.
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Building Lookalike Audience: Using the identified characteristics and behaviors of the customer persona as a template, the Device ID platform creates the Lookalike Extension audience segment composed of individuals who exhibit similar demographic profiles and location behaviors. This includes individuals who visit similar types of locations and exhibit comparable behavioral patterns to the original customer persona.
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Expanding Reach: The Lookalike Extension expands the reach of the advertising campaign by targeting the newly created lookalike audience segment. By reaching individuals who share similarities with the existing customer persona, advertisers can effectively replicate their specific customer profile at a larger scale.
Overall, Lookalike Extension audience segments provide advertisers with a powerful tool for expanding their reach while maintaining relevance to their target audience within the Regular Locations audience. By leveraging both demographic and location behavior data, advertisers can effectively replicate their customer personas and reach a larger audience of potential customers who share similar characteristics and interests.
Social Extension
Social Extension audience segments focus on targeting individuals who are not family members within the same household but include friends and coworkers who have frequent and meaningful interactions with the devices found in the Regular Locations audience. This extension aims to capture the influence of social networks outside of the immediate household, leveraging associations between devices based on location, temporal data (date/time stamp), and frequency of interaction. By identifying these social connections, advertisers can expand their reach beyond individual households and tap into the power of word-of-mouth marketing to drive conversions.
Here's how Social Extension works in this context:
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Identifying Social Associations: Initially, the Device ID platform identifies the devices in the Regular Locations audience which is composed of true device IDs captured for any audience type within the requested locations themselves and within the requested lookback window. The Device ID platform then analyzes location data and temporal information to identify devices that frequently appear together in specific locations, such as workplaces, social gatherings, or shared leisure activities. These associations indicate meaningful interactions between individuals who are likely friends, coworkers, or have other social connections.
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Building Social Extension Audience: Based on these identified device linkages and associations, the Device ID platform then creates the Social Extension audience segment composed of individuals who interact frequently with each other outside of the household. These segments do not include devices that are part of the household extension, ensuring that the targeting remains focused on external social networks.
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Expanding Reach through Word-of-Mouth Influence: When applied to the targeting of a Device ID campaign, advertisers can target the Social Extension audience segments to leverage the influence of word-of-mouth marketing. By reaching individuals who have meaningful social connections, advertisers can amplify their message and increase the likelihood of conversions through recommendations and referrals from friends, coworkers, and other trusted sources.
Overall, Social Extension audience segments in the Device ID platform provide advertisers with a powerful tool for leveraging the influence of social networks outside of the household to increase foot traffic and brand awareness. By targeting individuals who have meaningful interactions with friends, coworkers, and other social connections, advertisers can tap into the inherent trust and credibility of word-of-mouth marketing to reach their target audience effectively.