Targeting users using Matched Audiences

At Index Exchange, 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. is an addressability solution that enables audience-based deals for buyers who manage their audience files with a supported Universal ID Universal IDs are IDs that Index can receive from data partners and pass to DSPs in the bid request. provider. These audiences are usually based on customer relationship management (CRM) data, such as email addresses or phone numbers. Matched Audiences allows buyers to reach their most desired customers across high-quality publishers and different environments, providing unprecedented performance and precision across the open web.

Who can participate in Matched Audiences

The following ad tech platforms can participate in Matched Audiences:

• Buyers who have access to the providers in the List of supported identifier providers.
• Any publisher The owner of a website or app where advertisements are served. using ID Match Extension that has enabled one of the following adapters: LiveRamp, LiveIntent, Audigent.
• All DSPs who support Index 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. ID functionality can successfully bid and win impressions against a Matched Audiences deal.

How Matched Audiences works

To understand how Matched Audiences works, refer to the steps below.

	Buyers upload their people-based audience files on their Universal ID provider's site.
	When uploading the file, buyers can choose to run their audience as a DIRECT or PLATFORM deal: Buyers can run an audience with a specific publisher by setting the audience scope to DIRECT. Direct deals require buyer and publisher negotiation. Buyers can run an audience across all eligible publishers by setting the audience scope to PLATFORM. Platform deals require no negotiation at the publisher level and buyer campaigns compete in open market.
	The Universal ID provider sends the audience file to Index.
	When a user within the audience file visits an eligible publisher, buyers have the opportunity to bid on the deal ID, in real time, with their 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. of choice.

For more information about running Matched Audiences campaigns, see the following topics:

• Set up a Matched Audience deal with one publisher

• Set up a Matched Audience deal with multiple publishers

If you need further assistance, contact your Index Representative.