The Programmatic DMP builds two types of audience: retargeting audiences to bring people back, and exclusion audiences to leave people out.
Retargeting
Retargeting audiences are built from your website visitors. Bring back visitors who did not buy, for example people who reached the cart, or who viewed product pages. You choose which pages count when you build the audience.
Exclusions
Exclusion audiences stop you paying to reach people you do not want, typically existing customers. Build them from converters (people who already bought) or from a customer list. Once saved, an exclusion audience can be left out on every channel at once, for example "past buyers left out on every channel".
Using both together
A common setup:
- A retargeting audience of cart abandoners.
- An exclusion audience of past buyers.
- Both synced to programmatic, search and social campaigns.
The campaign reaches people who showed intent, without paying for people who already converted.
Bidding by audience
The Value Bidding plugin ($1,990, one payment) raises or lowers bids by audience, based on who actually converts, with a report per audience. Lookalike Audiences ($1,990) builds audiences that look like your best customers.
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