Start with selecting the Travelers tab and navigate to the Rule-based Audiences page to select Create > New Audience. From here follow these steps:
1. Audience Details:
- Audience Type: Select audience. “Custom” Audience Type will be selected by default.
- Audience Name: Enter the name of the audience. Refer to: Standard Naming Convention for Rule-based Audiences.
Advertiser: Select the Navigator advertiser for which the audience is being created. If you are creating a custom partner audience, select “Audience Builder Partner Audiences” advertiser.
Audience Vertical: Choose the appropriate vertical based on the 'Audience Selection" field on the Contract in SFDC and refer to Audience Selection Details.
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Days to Backfill: If required, enter the number of days to backfill, which will populate the audience with users from up to 180 days in the past.
Please note that we cannot manage backfilling on the DSP’s side, so the DSP will interpret this action as if all these users were added at the time of audience creation.
Distribution Channels: Click the Add Channel button and select the appropriate DSP. If you are creating a custom advertiser audience, select the relevant DSP advertiser.
2. Geo-Targeting & Restrictions Details (optional step):
Best practice is to leave this section blank as we control geo level targeting in the DSP itself. However if the Geo-Targeting is anything other than left blank, please include specific Geo(s) at the end of the Audience Name within parenthesis – e.g. ‘...(Germany)’
Enter at least 3 characters to search for a country in order to apply country-level geo restrictions to the audience if needed.
3. Targeting Rules:
a. Input general rule settings:
In Select users from choose the data source from which the user events will be retrieved. The options are:
Cleaned Events: Corresponds to ‘Taxonomy’ in STPOS. These are essentially raw events which have gone through an additional step which cleansed the data, took the known unique values and turned them into data that makes more sense.
Derived Attributes: Corresponds to ‘Persona’ in STPOS. These attributes are preconfigured audience types which we can combine with other targeting rules.
Raw Events: Corresponds to ‘SMP’ in STPOS. These are events that are uncleaned.
In that have done you can choose the number of times a user has completed the event. If selecting:
No: it will result in selecting users that have not completed the event, i.e., excluding the users with the defined criteria.
In events over the last: Specify the time period in which the user performed the event. Note that:
The duration will always be All Time by default, unless you modify the time unit or click on the Duration field.
In using [data type] data: Select data type which will be used for this audience.
b. Specify conditions of the rule:
In Where you can choose the event parameter for creating the audience, e.g., Destination City.
[comparison operator]: ‘Equals’ operator is available for most parameters. For date parameters (e.g., Travel Start Date), the available operators are: Equals, After, Before, Between.
[parameter value]: Enter or select the value for the chosen parameter, e.g., Dublin for Destination City parameter.
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[logical operator]: Choose the logical operator between the conditions. The ‘AND’ and ‘OR’ operators combine multiple conditions in a rule. For the ‘AND’ operator, both conditions must be true for the overall rule to be true. For the ‘OR’ operator, at least one condition must be true.
If needed: Click the + button to add another condition to the rule and to further refine the audience. To remove a condition, click the ‘bin’ icon.
c. Select the Add Rule button to include a new one and keep in mind that:
[logical operator]: Choose the logical operator between the rules. When using the ‘AND’ operator between two or more rules, the incoming event must meet the conditions of at least one of these rules. If the incoming event fulfills the conditions of one rule, the system proceeds to examine past events specified in the conditions of the other rules.
To delete a rule: select the checkbox next to the Rule number and click the Delete button on the top of the page.
If everything looks good click on the Create button to save the audience.