In the Programmatic DMP an audience is built once and used everywhere.
Where audiences run
- Programmatic campaigns.
- Search channels connected to the platform.
- Social channels connected to the platform.
Sync status
For each audience the sync screen shows every channel and its state, for example programmatic Ready, search Ready, social Syncing, and whether exclusions are on. The audiences overview shows how many lists are synced.
One audience, every channel
Because the same audience is used on every channel, a retargeting audience or an exclusion of past buyers behaves the same way in programmatic, search and social. You do not rebuild it per channel.
With the DSP
The DMP fits the Programmatic DSP: advertisers use audiences in their DSP campaigns. To buy search and social from the same platform, the Omnichannel Buying add-on for the DSP connects those channels. See Omnichannel Buying (DSP add-on).
Results back to the channels
The Tracking & Attribution add-on sends conversions back to programmatic campaigns and the connected search and social channels, so each channel can optimise on real sales.
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