Only available in Canada, Mexico, APAC, LATAM & EMEA
The reach of Third Party Audiences is limited to targeting within Canada, Mexico, APAC, LATAM & EMEA.
What are Eyeota Third Party Audiences
Third Party Audiences allow you to create data-driven audiences to grow your customer base through Web Display and CTV advertising campaigns. Reach for this type of audience is limited to Canada, Mexico, APAC, LATAM & EMEA.
This type of audience allows you to refine your targeting with a wide range of 60,000+ segments, from industry leader Eyeota, including customer interests, behaviors, demographics, intent signals, B2B data, and purchase predictors. Our proprietary bidding algorithm BidIQ powers and enhances Third Party Audiences to reach the right customers, at the right time with the right message without wasting budget and resources.
Benefits of using Third Party Audiences:
Acquire new customers by leveraging rich customer data from 180 countries, from industry leader Eyeota. Sourced from 80+ branded data partners, 26+ billion devices, and 50 DSP, SSP, retail, and social channels.
These data-driven audience segments are dynamically updated and include demographics, interests, life events, and behaviors so your messages reach the right people at the right time and improve engagement with potential customers.
By targeting people who are ready to purchase and closely match your ideal customer profile, you can significantly reduce unnecessary advertising spend. Third-party audiences update in real time using in-market and purchase history data, ensuring your ads are shown to people who have demonstrated interest in topics related to your offering.
This targeted approach not only optimizes your budget but also increases the likelihood of conversion, as your ads are more likely to resonate with individuals who are genuinely interested in your products or services. In a competitive market, this strategic allocation of resources can make a substantial difference in your overall advertising success.
Use your knowledge of your existing customer attributes to make your own targeting selections from over 60,000 syndicated audiences, using AND/OR flexible operators to design highly specific segments tailored to your unique campaign objectives.
By combining various criteria, you can hone in on particular demographics or behaviors, ensuring that your marketing messages are delivered to the most relevant audiences to improve engagement rates and maximize the effectiveness of your advertising investment.
One of the most practical benefits of utilizing Third Party audiences is the ability to save and repurpose successful audience segments for future campaigns.
Once you have identified and built audiences that yield positive results, you can easily use them again, saving you time and streamlining the process of launching new campaigns.
Third Party Audience building includes the following types of attributes:
| Parent Categories | Description | Example | Data fee CPM range per segment* (USD) |
|---|---|---|---|
|
Automotive 175+ segments |
Intent, interest, ownership, and past purchase. |
- By Body Style - By Make & Model - By Vehicle Age - By Fuel Type |
$1.10 - $1.75 |
|
B2B 500+ segments |
Decision makers, employment, firmographics, intent, interest, and technographics. |
- Decision Makers - Job Function & Role - Company Size & Revenue - Industry (IT, Healthcare, Finance, and more) |
$1.00 - $1.25 |
|
Demographics 200+ segments |
Age, gender, education, income, life events, language, and housing. |
- Age & Generation - Household Income & Net Worth - Life Events (New Movers, New Parents) - Language |
$0.65 - $1.00 |
|
Entertainment & Media 100+ segments |
Intent, interest, past purchase, and TV viewership. |
- On Demand TV & Streaming Services - Movies & Books - eSports - TV Network Affinity |
$1.00 - $1.15 |
|
Financial Services 20+ segments |
Intent and interest. |
- Insurance - Personal Finance - Intent to Buy - Interest |
$1.00 - $1.10 |
|
Lifestyle & Interests 300+ segments |
Arts & sciences, consumer goods, food & drink, health & fitness, home & garden, retail, and sports. |
- Health & Fitness - Food & Drink - Sports (by sport) - Home & Garden |
$0.80 - $1.10 |
|
Purchase Predictors 175+ segments |
Intent, ownership, and past purchase. |
- Consumer Electronics - CPG & FMCG - Real Estate - Retail |
$0.80 - $1.15 |
|
Travel 100+ segments |
Intent, interest, and past purchase. |
- Destinations - Accommodation - Flight Class - Travel Preferences |
$1.00 - $1.35 |
Data Fees
The charges on your invoice are inclusive of data fees. Please read more about this here.
Who can access
Access to Third Party Audiences is available for all AdRoll plans.
| Your AdRoll Plan | Third Party Audience Targeting |
|---|---|
| Ads Only | Included |
| Advanced | Included |
| Agency | Included |
| MAP (Legacy) | Included |
| Starter (Legacy) | Included |
| Growth (Legacy) | Included |
To find your current package, log in to AdRoll and navigate to Settings > Billing & Subscriptions > Plan & Usage.
Create a Third-Party Audience
Log in to AdRoll and go to Audiences > Website Audiences tab and select New Audience.
Under the audience creation interface:
- Choose Audience Type as Third Party.
- Specify if the audience that is being created will be used to advertise housing, employment, or financial products. This question is required to align with US Law and Regulations.
Choose the segments that align with your ideal customer profile, such as Interests, Demographics, and Behaviors.
Use flexible operations to customize your audience logic:
Target users with a household income between $150K - $199K who are also shopping for a new hybrid vehicle.
This approach ensures your ads reach users who meet both criteria, making campaigns more focused and effective.
Target users who either have a household income of $150K - $199K or a net worth of more than $500K.
This method helps expand your audience by matching any one of the selected criteria.
This setup balances reach and precision by allowing complex audience definitions.
Enter an Audience Name using a naming convention that is easy to identify later across the AdRoll platform and reports, and click Save.
Cross channel Third Party Audience activation
Once you have created your Third Party Audience, you can target them across Web and CTV channels by launching the following Campaigns:
- Launch a CTV Third Party Audience Campaign to target them on TV streaming devices.
- Launch a Web Third Party Audience Campaign to target them on Web Desktop, Mobile and Apps with web display ads (Static Web, Native, HTML5, and Video).
Third Party Audience FAQs
Where does AdRoll source Third Party Audiences data?
We source Third Party Audience data from Eyeota, a leading global data provider with a vast marketplace of audience segments, enhanced addressability across channels, and superior match rates for precise and efficient consumer targeting.
Can I report on the performance of individual Third Party Audience attributes?
Currently we don't support campaign performance reports broken down by individual attribute.
You can instead break down your report for each individual audience by creating an Ad Group for each Third Party Audience.
Can I see the potential reach of my selected audience segments?
At this time, audience segment sizes are only available to managed customers. Contact your account manager to get approximate audience segment sizes for specific locations.
Do I need the Pixel installed to create a Third Party Audience?
No, you do not need the Pixel installed to create a Third Party Audience or to launch a Third Party Audience Campaign on Web or CTV, however it is highly recommended that you install the Pixel to be able to track your website traffic and your conversions.
Will using more audience segments reduce my audience size?
Yes, adding multiple specific audience segments with AND logic can reduce audience size but will increase the precision of your targeting.