The Programmatic DMP starts with data you already have. Audiences come from four sources:
| Source | Who it is |
|---|---|
| Website visitors | People who came to your site. |
| Customer lists | Lists you upload. |
| Converters | People who already bought. |
| Campaign engagers | People who clicked your ads. |
Building an audience
- Choose where the people come from: website visitors, a customer list, converters or engagers.
- Choose the type: retargeting (bring them back) or exclusion (leave them out). For visitors you can narrow it down, for example people who reached the cart, viewed product pages or visited any page.
- See the reach estimate and the audience health, then save.
Examples
- Cart abandoners: website visitors who reached the cart but did not buy.
- Customers 2026: an uploaded customer list.
- Newsletter readers: another uploaded list.
- Past buyers (exclude): converters left out of every channel.
Bringing in more data
The Audience Import plugin ($1,490, one payment) brings audiences in from Segment and other customer data platforms, or from a file. CRM plugins turn Salesforce, HubSpot or Pipedrive contacts into audiences. See DMP plugins.
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Nov 13, 2026