Deals under Matched Audiences™ Matched Audiences are IDs where data partners or publishers upload a list of IDs for a particular Universal ID provider and match a deal ID against that audience segment. that are facilitated by Universal ID Universal IDs are IDs that Index can receive from data partners and pass to DSPs in the bid request. providers and audiences containing people-based identifiers require specific guidance to scale successfully. Since Matched Audience deals focus on precise users, Index Exchange (Index) recommends that buyers follow the tips outlined below for optimal results.
| Tip | Description |
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Avoid additional DSP Demand-Side Platform (DSP). A software platform that automates bidding decisions in real-time and efficiently connects buyers and audiences through an ad exchange or SSP. Also known as a buy-side platform. filtering |
Buyers should avoid additional filtering on the DSP side. Since Matched Audience deals use people-based identifiers, the audience will abide by a buyer's predetermined requirements. Applying more filters limits the eligible bid requests that a DSP receives, preventing buyers from scaling with their desired audience. |
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Allocate a budget |
Buyers should allocate a budget to addressability campaigns only. Some DSPs filter campaigns to bid on the most efficient campaigns. By dedicating a budget to addressability campaigns only, DSPs can make sure that each deal A private auction that allows publishers to offer specific inventory directly to selected buyers identified by a deal ID. Terms are negotiated and are agreed upon before the auction occurs. delivers in full. |
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Use unique line items |
Make sure that each deal ID has its own line item An object configured through the Google Ad Manager (GAM) UI that contains information about a creative and the criteria required for it to show, including cost, size, priority, audience, and geographic location.. During launch, consolidate deal IDs on a single campaign A collection of multiple ads in different formats. to better control the bid rate and win rate A percentage, calculated as number of bids won by DSPs divided by the number of bids submitted. for a campaign. Campaign performance may vary depending on inventory availability, so unique line items allow buyers the flexibility to increase bid rates in more competitive environments, such as high-impact units and video. Without separating line items, a budget could get allocated for opportunities with the highest win rate, instead of delivering on all campaign goals. |
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Pace successfully |
Set campaign pacing to “as fast as possible”. High bid rates will make sure that the campaign scales and every bid request An OpenRTB request that is sent from a supply-side platform (SSP) or ad exchange to the DSP requesting a bid response for potential impressions. A bid request contains information about the impression that allows the DSP to decide whether to bid on the impression. will already contain an eligible user from the designated audience segment. Index suggests a bid rate that is higher than average, usually around 80%, because all requests will fit a buyer's audience parameters. Without a high bid rate, all downstream bid cycle events, such as won impressions, will decrease and buyers will miss opportunities to fully scale their audience. |
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Use loose frequency capping |
Set the frequency cap (impressions per user per publisher The owner of a website or app where advertisements are served. per day) as loose as possible and make sure that filters that restrict opportunity are turned off. Since the audience segment is already geared for the most important users, frequency capping unnecessarily restricts the deal from spending. |
If you have any questions about Matched Audience deals, contact your Index Representative.
