Third-Party Targeting: Custom Third-Party Audiences

Quantcast leverages LiveRamp’s Data Marketplace to ingest custom third-party audience segments for campaigns targeting users in the United States.

A custom third-party (3P) audience is a segment built by a third-party data provider using criteria tailored to meet a specific advertiser’s goals. These segments can be composed of:

A unique combination of multiple off-the-shelf third-party audiences
A single or multiple third-party audiences, that have been modified directly by the data vendor (e.g. increasing the look back window or adding additional criteria not normally used in the off-the-shelf versions)
A blend of third-party data with the advertiser’s first-party data

Third-party segments are best used as a complement to Quantcast audiences, and should be viewed as a backup option when Quantcast audience targeting options do not fully align with your campaign needs.

Ingesting Custom Third-Party Audiences

To ingest custom third-party Liveramp segment(s) onto the Quantcast platform:

Please contact your Account Team and provide the Liveramp segment ID, segment name, and your account p-code. The Quantcast Account team will, in turn, work internally to bring the segment(s) into the markers’ specific p-code account.

Custom third-party audience segments should arrive within the marketer’s account within 24-48 hours after being assigned to the specific marketer’s account p-code.

Note: The above process is only for Liveramp third party custom segments. For standard first party segments, please refer to the appropriate documentation.

How to Determine the Size of a Custom Third-Party Audience

At this time, custom third-party audience sizes can be estimated at the ad set level within a mock ad set.

Create a mock ad set within your account.
Navigate to the ad set setup level:
1. If you have a budget and date range in mind, you can enter them to generate a delivery forecast. Otherwise, if you're only looking to view the maximum audience size for the segment, simply proceed to the next step.
2. Scroll down to the Audience section.
3. Remove all selections in the Lookalike field. This filed should be left empty.
4. Clear all entries in the Retargeting field.
5. Search for and select the desired custom third-party audience within the Retargeting field. This should be the only segment listed here.
  1. TIP: The quickest way to find your ingested custom third-party audience is by searching by its Segment ID.
6. Navigate to the Projections tool on the right-side of the screen and expand the audience details by clicking on the arrow (carrot icon).
7. The Targetable Audience size listed reflects the size of your selected audience.
  1. Heads Up! If the targetable audience size appears as 100, it typically indicates that the segment contains no active data. This may be due to an issue during ingestion or a lack of available data. Please contact the data vendor and your Quantcast representative for assistance (platform.support@quantcast.com).

Activating Your Custom Third-Party Audience

Navigate to the Ad Set setup within your campaign.
Scroll down to the Audience section within the Ad Set setup.
Based on your targeting strategy, search for and select your ingested custom third-party audience in the appropriate field(s): Lookalike, Retargeting, and/or Exclusions.
1. TIP: The quickest way to find your ingested custom third-party audience is by searching by its Segment ID.
After selecting the desired audience, the passthrough CPM cost of the desired audience will appear in the Inventory Cost section on the right-hand panel.