Seller-defined audiences (SDA) are a new feature that allows publishers to create and share custom audience segments with advertisers on the Microsoft Audience Network. SDA enables publishers to leverage their own data and insights to build audiences that match the specific needs and goals of advertisers. By doing so, publishers can showcase their powerful audience signals and drive better performance for their advertising partners.
In this video, we will explain how SDA works and how you can use it to grow your revenue and strengthen your relationships with advertisers. We will also show you some examples of successful SDA campaigns that have delivered impressive results for both publishers and advertisers.
SDA is based on the concept of audience taxonomy, which is a hierarchical structure of audience categories and subcategories. For example, a publisher might have a top-level category of “Sports”, which can be further divided into subcategories such as “Basketball”, “Football”, “Soccer”, etc. Each subcategory can then have its own attributes, such as “Fan”, “Player”, “Coach”, etc.
SDA allows publishers to create their own audience taxonomy based on their unique data and insights. Publishers can use various sources of data, such as site analytics, user surveys, content tags, CRM data, etc., to define their audience segments. Publishers can also use Microsoft’s Audience Intelligence Platform (AIP) to enrich their data with additional signals, such as demographics, interests, behaviors, etc.
Once publishers have created their audience taxonomy, they can share it with advertisers on the Microsoft Audience Network. Advertisers can browse the available SDA segments and select the ones that match their campaign objectives. Advertisers can also request custom SDA segments from publishers if they have specific needs that are not covered by the existing segments.
By using SDA, publishers can offer advertisers more relevant and high-quality audiences that can improve their campaign performance. SDA can also help publishers increase their inventory value and demand, as well as differentiate themselves from other publishers in the market. SDA can also foster more trust and transparency between publishers and advertisers, as they can collaborate on creating and optimizing audience segments.
To illustrate the benefits of SDA, let’s look at some examples of successful SDA campaigns that have been run on the Microsoft Audience Network. One publisher used SDA to create a segment of “Gaming Enthusiasts” based on their site analytics and content tags. They shared this segment with an advertiser who was promoting a new video game. The campaign achieved a 3x higher click-through rate (CTR) and a 2x higher conversion rate (CVR) than the average campaign on the network.
Another publisher used SDA to create a segment of “Travel Lovers” based on their user surveys and CRM data. They shared this segment with an advertiser who was offering a travel deal. The campaign achieved a 4x higher CTR and a 3x higher CVR than the average campaign on the network.
These examples show how SDA can help publishers create and showcase their powerful audience signals to drive advertiser performance. If you are interested in using SDA for your own campaigns, please contact us today to get started.
