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 combination of multiple off-the-shelf third-party audiences

• 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

Requirements:

• The audience must be shared via Quantcast’s LiveRamp Data Marketplace tile.

• Third-party audience targeting is currently supported only in the United States.

Turnaround Time: ~2 business days from the time the data vendor confirms the audience is available in Quantcast’s LiveRamp Data Marketplace.

Onboarding Process:

1. Client Initiates Requests with Data Vendor

   Reach out to the data vendor to request the creation and distribution of a custom third-party audience. You may use the following language:

Audiences containing third-party data must be ingested via Quantcast’s LiveRamp Data Marketplace tile. All third-party audiences, whether custom or "off the shelf", are distributed exclusively through this Marketplace tile. 

To address this, [Data Vendor] will need to create a Custom Audience, a process where a data vendor makes their data available in the Marketplace, but with restricted access, making it private to Quantcast rather than publicly available. Once created, Quantcast will distribute the audience to our Platform, where it will be surfaced in the UI for the client.

Here is some information that may help when creating the Custom Audience:

1. DSP (if applicable): Quantcast

2. DSP Seat ID: 501249

3. Quantcast ID (or p-code): fdPOEe5CwS0oM (p-code for 3rd party LiveRamp tile)

Please confirm the Audience Name and Segment ID once complete.

Thank you.

2. Client Shares Audience Info With Quantcast

   After the vendor confirms the audience is available in Quantcast’s LiveRamp Data Marketplace, send the Audience Name and Segment ID to your Quantcast Account Team.

3. Quantcast Enables Audience

   Your Account Team will make the custom third-party audience available in your account within the Quantcast Platform.

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.

1. Create a mock ad set within your account.

2. Navigate to the ad set setup level:

   1. Plug in a placeholder date range and budget.

   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 ([email protected]).

Activating Your Custom Third-Party Audience

1. Navigate to the Ad Set setup within your campaign.

2. Scroll down to the Audience section within the Ad Set setup.

3. 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.

4. 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.