Data for audience targeting

Audience targeting means reaching the consumers most likely to respond to a campaign, on privacy-safe terms. Data defines who those people are and connects them to the media you buy.

Audience segments are ready-made groups such as in-market car buyers or frequent travellers, built from consented data and delivered to advertising platforms. Consumer behaviour data from panels, surveys and purchases explains what different groups buy, watch and care about, which helps you choose segments and messages. Identity resolution data connects identifiers such as hashed emails and devices, so segments can be activated across channels with frequency control.

A typical workflow

1. Define the audience from research and first-party customer data.
2. Choose or build segments that match it.
3. Activate on the platforms you buy through.
4. Measure lift against a control group, not just clicks.

What to check before you buy

Ask how each segment is built, how fresh it is and how the underlying data was consented, particularly in the EU and UK, where consent is generally required for cookies and similar identifiers. Check activation partners, segment sizes in your markets and whether sensitive categories are excluded.