We have crafted over 250 audiences, engineered from Teads 1st, 2nd & 3rd party data. Tailored and tested to offer the best trade-off between reach and accuracy for each country.
Types of Audiences
A dedicated team of Teads Data Experts custom-made each audience on every market, to make sure to have the right set of data signals used automatically behind the scene and to properly select the data providers to fulfill each need.
The audiences are grouped into 4 categories:
Socio-demographic: Allows to target users based on their main socio-demographic attributes, such as Age, Gender, Education, Income, Parenting.
Interests: Allows to target users with a strong affinity towards certain attributes, such as Interest in Auto, Fashion, Finance, Beauty.
Intent: Allows to target users on purchase intent on a product or a service. Such as Automotive Intent or, Online Videos, Concerts & Shows.
Owners: Allows to target users based on their previous purchases/acquisitions of products or services such as Premium Credit Card Owner.
How it works
At Teads, the Data Team and our Team of Engineers make sure to have the right set of data signals used automatically behind the scene.
For example, for an audience "18-24", we rely on different data providers depending on the market. At delivery time the user’s location is analyzed to determine the mapping to use. The engine will automatically use the best data providers to determine the age information. This is what we call 'Geo-Optimization'.
Below is a picture from the Teads DMP interface, used to craft those audiences:
Those audiences allow simplifying the targeting. No more need to search for the right segments to use, this job has already been done by our teams to offer both scale and accuracy at the same time.
For Age & Gender, we measured the accuracy of each data provider (in each market) against DAR & vCE.
For others, we selected the data providers based on:
Methods of data collection & profiling (understanding how the data provider is collecting data, probabilistic vs deterministic methods)
Impacts on relevant media KPIs (e.g: CTR, site & store visits, conversions)
Correlation between data providers - we analyze the consistency across data providers used to craft the same audience.
How to use them in TAM
When being selected in TAM, the Teads audiences are:
Used as a 'OR' in the targeting rule, when audiences are within the same sub-category (e.g: to select several age groups)
Used as a 'AND' in the targeting rule, when audiences are from the Sociodemographic category (e.g: age and gender)
Used as a 'OR' in the targeting rule, when audiences are from Interest, Intent OR Owners category
Example: Age in (18- 24) AND (Gender) AND (Interest) OR (Intent)
When using Teads audiences along with custom audiences, the targeting rule is created with a ‘AND’ logic between, so it’s important to make sure that you use audiences at the same time only when you want to cover different targeting needs at the same time (e.g: age and gender from audiences; and custom audience built for multiple interests).