Device ID Audiences and Extensions Explained
For campaigns using Device ID data (Device ID, Facebook DID, Device ID Video, Address Match, or Addressable STV), Operations will automatically apply Regular Locations and Household Extension targeting at launch. The Lookalike Extension and Social Extension are only added later as optimizations if the campaign struggles to deliver impressions—and only with partner approval.
Audience Types:
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Regular Locations:
This audience includes devices that have been physically present at specified locations within a certain timeframe. Using GPS geofencing, it targets people who regularly visit places like stores, restaurants, or event venues, helping advertisers reach consumers based on real-world behavior. -
Household Extension:
This expands the Regular Locations audience by including devices linked to the same household. It’s useful for products influenced by multiple household members, like cars or family dining. The platform identifies other devices commonly found near the primary audience to broaden reach within households. -
Lookalike Extension:
This audience targets new users who share demographic, behavioral, and location patterns with the Regular Locations audience. It builds a profile based on the original audience’s habits and finds similar people, helping advertisers reach more prospects like their existing customers. -
Social Extension:
This targets friends, coworkers, or others who frequently interact with devices in the Regular Locations audience but aren’t household members. It leverages social connections based on location and time data, allowing advertisers to benefit from word-of-mouth influence beyond households.