TYPES OF CUSTOM SEGMENTS

EXTENDED TAXONOMY

Create an audience from a hidden taxonomy of 10k+ segments not shown in DSP dashboards

CUSTOM
COMBINATION

Create an audience that combines multiple segments

LOCATION

Create an audience based on locations that a user has previously visited

KEYWORDS

Create an audience based on a list of keywords that they have interacted with while browsing online

Data providers have a limitation on the volume of data they can send to DSPs, measured by a combination of number of segments sent, bandwidth it takes to deliver the data and frequency of the data delivery. Datonics carries 10k+ less utilized segments that are quite often exactly what our partners are seeking.

Name your price and your expected impressions to be targeted for any segment or segments in our taxonomy. We'll crunch the numbers on our end and do our best to work with you.

The cost adds up when you layer on multiple targeting criteria one on top of another in DSPs. Let us help you squeeze in some more reach by combining those segments for you into a single custom audience where you are charged our flat rate CPM or percentage of media pricing.

Also referred to as POI (point of interest) targeting, these audience segments are derived from mobile app location data. POI segments can be used to target users who have visited a chain of stores by brand name, a type of store (hardware, retail, etc), a neighborhood or a region of your choice. Additionally, marketers can reach users who attended events such as conferences, music concerts or sporting events.

You provide us a search list or we create one for you. Datonics will match your list with users who have interacted with those keywords (typing in a search term, clicking on a keyword category, etc) on publisher websites (shopping sites, product review sites, search comparison engines, vertical content sites, etc).

In this 2023 custom audiences guide, we cover the following:

  • Why custom audiences are a challenge to set up
  • Common types of custom audiences
  • When to use and not use custom audiences

AVAILABLE PLATFORMS

Datonics enables our marketers with three types of data delivery.
OFF THE SHELF
CUSTOM
CUSTOM PRIVATE
Availability
  • Readily available for immediate activation
  • Requires 2-3 business days to activate
  • Custom built - requires 2 days to 2 weeks or more to activate depending on segment type
Accesibility
  • Available to any buyer in the platform
  • Available to buyer(s) who request them
  • Available only to the specific buyer who request it
Pricing
  • $0.25 CPM to $1.00 CPM
    10% of media to 20% of media
  • $0.50 CPM - $1 CPM
  • $1 CPM - $1.50 CPM
Types of Segments
  • B2B
  • Behavior & lifestyle
  • Demo
  • In market
  • Life stage
  • Past purchase
  • Brand affinity
  • Location
  • B2B
  • Behavior & lifestyle
  • Demo
  • In market
  • Life stage
  • Past purchase
  • Brand affinity
  • Location
  • Location
  • Keyword
  • Custom combination - request a combination of up to three prepackaged public or custom public segments as a single segment.

DATA DEALERSHIP

The Datonics taxonomy that is visible in DSPs & DMPs is designed to showcase the top 1,500 segments in our dataset for turnkey activation. You can consider this our data showroom or data lot where segments are readily available for a test drive - these are our off the shelf public segments. However, our inventory covers much more than what we put onto the floor as we can tap into an additional 10k+ segments that can be activated in several days. Think of this group as data sitting in a nearby warehouse, ready to be delivered to you. Our data solutions team dives into this extensive catalog to match your campaign needs with a custom audience. Finally, for clients who want an audience built from scratch and exclusive to them (custom private segments), Datonics will relay your specifications to our "data factory" and build it as requested - a process comparable to a dealership requesting customizations from a manufacturer for their buyer.

Learn more about our custom audiences capabilities data@datonics.com

Explore How Datonics Can Work For You