Device ID (DID) Target Audience Segments Explained
Audiences will populate in Ui.marketing with differentiators added at the end. These are explained below
The root audience name, for example, will populate as :
Partner - Division - Advertiser
If no "ext" list is listed at the end of the segment: This segment delineates the regular DID audience we are targeting. These are only the devices seen at the target locations themselves.
Example : Partner - Division - Advertiser
If "ext-H" is listed at the end of the segment: This segment delineates the Household Extension DID audience we are targeting. The Household Extension piece identifies and targets all devices within the same household as the device that was found in the target location.
Example : Partner - Division - Advertiser ext-H
If "ext-L" is listed at the end of the segment: This delineates the Lookalike Audience we target on a campaign. What the DID platform is doing here is identifying various other qualities/interests that pertain to the devices found in our regular DID audience, and they are targeting these qualities in their own Lookalike Audience segment.
Example : Partner - Division - Advertiser ext-L
Legacy Look-back: This is extending the look-back window beyond 12 months. This new feature has helped many DID campaigns thrive because they can now reach the pre-pandemic devices. We can add this upon request from the partner/client.