Device ID (DID) Target Audience Segments Explained
Audiences in Ui.marketing will appear with specific differentiators added at the end of the segment name. Below is an explanation of these segments:
DID is avalibe for the US & CA only
Root Audience Name
Format example:
Partner - Division - Advertiser
This represents the standard DID audience, consisting solely of devices detected directly at the target locations.
Household Extension Segment (ext-H)
Format example:
Partner - Division - Advertiser ext-H
This segment targets the Household Extension audience, which includes all devices within the same household as those found at the target location.
Lookalike Audience Segment (ext-L)
Format example:
Partner - Division - Advertiser ext-L
This segment represents a Lookalike Audience, where the DID platform identifies additional devices with similar characteristics or interests to those in the regular DID audience, targeting them accordingly.
Legacy Look-back
This feature extends the look-back window beyond 12 months, enabling campaigns to reach devices active pre-pandemic. This option can be added upon partner or client request and has proven beneficial in boosting DID campaign performance.