Set up a LiveIntent Matched Audience direct deal

Before you can run a direct deal for Matched Audiences™ with LiveIntent, the following steps need to be completed:

Step 1

The buyer or publisher contacts IX 's Buyer Services team to begin an upcoming Matched Audience campaign. The purpose of this call is to align all teams on goals and expected deal performance. During this call, consider the following:

  • Publishers
  • Audience
  • Flight date
  • Buyer budget

Step 2

The buyer and publisher negotiate deal terms and the buyer completes the LiveIntent deal request form provided by IX’s Buyer Services team. Deal terms should be unique to each deal ID and must include the buyer’s DSP and publisher’s properties or channels. For more information on deal terms that must be negotiated to create a deal ID, see Negotiating Matched Audience direct deals.

Step 3

Buyers can upload audiences by doing one of the following:

  • Work with LiveIntent’s Customer Success team to create new audiences.
  • Select an existing audience in the LiveIntent platform.

Step 4

Once the audience is selected, LiveIntent can export both the customer relationship management (CRM) audience (Custom Audience segments) and website audiences (Dynamic Audience segments) and send to IX as Matched Audience files.

Step 5

IX’s Buyer Services team creates and shares a deal ID based on the negotiated agreement between the buyer and seller. Alternatively, a publisher can create the deal in the IX App if they want to. For more information, see Create a new deal.

To help consolidate reporting and simplify campaign troubleshooting, all deal IDs for LiveIntent Matched Audience deals should begin with LIVIX. For more tips on how publishers can optimize a Matched Audience deal, see Tips for publishers to optimize a Matched Audience deal.

Step 6

The buyer builds the Matched Audience deal in their chosen DSP based on the negotiated terms outlined in step 2 and targets the Matched Audience deal ID created in step 5. Since Matched Audience deals focus on small, precise, and highly performing audience segments, buyers should follow IX best practices in DSP setup. For more information on how buyers can optimize a deal, see Tips for buyers to optimize a Matched Audience deal.

Step 7

After a Matched Audience campaign is set up and a user from the Matched Audience file is recognized on a publisher's page, IX detects the Matched Audience in real time and generates a bid request for the deal ID tied to that audience. This detection is enabled by the IX RTI framework using the LiveIntent RTI adapter. For more information, see Matching users using LiveIntent.

Step 8

DSPs can then bid and win on opportunities for the buyer's Matched Audience. The user within the selected Matched Audience will see the campaign on the publisher site.

If you need further assistance with Matched Audience, contact the IX Buyer Services team at or contact LiveIntent at