Reach people by relevance, not by guesswork
We combine your first-party data, page context and privacy-compliant audience signals to decide who should see your ads — and, just as important, who shouldn't.
A good fit when
- You know who your customers are and want to find more of them.
- Your current campaigns reach plenty of people but too few of the right ones.
- You need a targeting approach that respects privacy regulation in your markets.
Audience Targeting, explained.
Every targeting layer is a trade: more precision usually means less reach and higher cost per impression. Good audience strategy is choosing the right layers for the job — broad and contextual when the goal is awareness, tighter and data-led when the goal is a conversion — and checking the trade is still worth it as results come in.
We build audiences from the signals available to your brand and market, and we treat exclusions with the same care as inclusions. Suppressing existing customers from acquisition campaigns, or capping how often one person sees an ad, often does as much for efficiency as adding another segment.
How it can sit in a campaign plan.
- Contextual
- In-market segments
- First-party audiences
- Exclusions
What's included.
- First-party activation
- Your CRM or site audiences activated through privacy-compliant matching or onboarding, where your consent framework allows.
- Contextual targeting
- Placing ads alongside relevant content, using page-level signals rather than personal data.
- Demographic and geographic
- Age, location and language parameters used where they genuinely matter to the offer.
- In-market and interest segments
- Third-party or platform segments selected and tested for the specific campaign, not applied by default.
- Modelled audiences
- Lookalike audiences built from your best customers to extend reach beyond your own data.
- Exclusions and frequency
- Suppression lists and frequency caps that stop spend being wasted on the wrong people or the same person.
Questions advertisers ask
How do you handle privacy regulations?
We plan targeting within the consent and data-processing framework that applies to your markets, and we favour contextual and first-party approaches where personal data is restricted.
Can you use our customer data?
Where you have the appropriate consent, first-party data can be activated through privacy-compliant onboarding or matching. We confirm the method with your data and legal teams first.
Which audience segments are available?
Availability depends on the buying platform and market. We recommend specific segments in the media plan and test them before scaling.
Planning audience targeting?
Tell us what you want to achieve. We'll come back with questions, a recommended approach and an honest view of what it will take.