# Audience Extension Tag

A tag that reaches one of your segments on inventory you don't own, with every outcome credited back to your network.

Audience extension takes a segment you built from your own signals and reaches it with your video on inventory you don't own. It runs through the exchanges Genuin Ad Server already connects to. Attribution then credits the outcomes back to your network.

[Octo](https://begenuin.com/developers/get-started/any-business/octo-operates-your-brand-control-center-octo-proposes-you-approve), Genuin's Supervised Intelligence interface in Brand Control Center (BCC), proposes this capability when it finds a fit on your sites and apps. It completes the steps under Set it up from your brand context. Nothing goes live until you approve it. It's part of [Offsite](https://begenuin.com/developers/browse-by-products/offsite/offsite-what-it-does-and-where-to-start), and [Programmatic: Genuin Ad Server or your partner ad server](https://begenuin.com/developers/get-started/any-business/programmatic-genuin-ad-server-or-your-partner-ad-server) explains how Genuin Ad Server reaches the exchanges.

## When to use it

Use it when a commerce or retail model wants to reach its own cohorts off its properties. Selling your audience on other people's inventory runs under a commerce schedule in your [monetization agreement](https://begenuin.com/developers/get-started/any-business/choose-monetization-agreement).

| Who | How they use it |
| --- | --- |
| Commerce and retail models | Reach their own cohorts on offsite inventory, with attribution back to the network |
| [Media demand aggregators](https://begenuin.com/developers/get-started/any-business/media-demand-aggregators-route-your-advertisers-demand-into-the-genuin-network) | Extend a client brand's first-party segments |
| Non-endemic brand partners | Buy audience extension rather than placing content, as [Brand Network](https://begenuin.com/developers/get-started/any-business/brand-network-core-concepts-and-how-brands-are-classified) describes |

## How it works

- You build the segment in **Audiences** > **Segments** from onsite, offsite, and offline conditions. For example, "watched the trail-running group twice in 30 days and bought in the shoes category in 90 days."
- Offline signals, such as purchase files and loyalty tiers, need a commerce or retail agreement and the [ID graph](https://begenuin.com/developers/get-started/any-business/unified-identity-auto-login-sso-and-the-id-graph).
- Audience extension is one of the uses you allow on a segment, next to [Maya](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-what-it-does-and-where-to-start#maya-genuin-s-orchestrator) ranking and Paid Partner targeting.
- Genuin Ad Server buys impressions for the segment through its connected exchanges, at programmatic CPMs. Inside a package, the buyer pays for the package's outcome; the CPM is what those impressions cost.
- Segments hold cohort membership, never identifiers. Partners and buyers see sizes and names, never members, and consent is honored per viewer and per purpose.

## Set it up

Octo proposes the tag with these steps already done. You review the result and confirm it.

1. Build the segment and allow **Audience extension** as a use. Learn how in [Audience segments: onsite, offsite, and offline signals](https://begenuin.com/developers/get-started/any-business/audience-segments-onsite-offsite-and-offline-signals).
2. Create the tag under **Offsite** > **Tags**, with the segment attached and a budget.
3. Genuin Ad Server buys the impressions, and attribution closes the loop. Learn how outcomes are credited in [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts).

## Settings

| Setting | What it controls |
| --- | --- |
| Segment | The cohort the tag targets |
| Budget | What the tag can spend on impressions |
| Frequency | How often the tag reaches the same viewer |
| Brand safety profile | The profile the destination inventory must match |

You set these on the tag, without code. A segment's size and overlap with your other segments appear as soon as you save it, and segments refresh continuously.

## What it reports

**Reports** > **Attribution** shows outcomes by placement, partner, cohort, and content, with incrementality where a holdout exists. [Attribution: closed-loop commerce and conversion forecasts](https://begenuin.com/developers/get-started/any-business/attribution-closed-loop-commerce-and-conversion-forecasts) explains how each outcome is credited.

- **Reach into the segment**: how much of the segment the tag reached.
- **CPM paid**: the programmatic price per thousand impressions.
- **Return on ad spend**: attributed revenue against what the tag spent.
- **Attributed sales**: sales credited to exposure to the tag.

## Build on it

The tag runs from Brand Control Center and needs no code.

- [Go live with monetization in your feeds, apps, and partner pages](https://begenuin.com/developers/developer-resources/sdk/go-live-with-monetization-in-your-feeds-apps-and-partner-pages) covers the live ad surfaces, such as in-feed ads and IAB units rendered from a tag ID.
- [Receive engagement events in your own analytics](https://begenuin.com/developers/developer-resources/sdk/receive-engagement-events-in-your-own-analytics) sends what viewers do in Genuin views to your analytics tool and warehouse.
- [Query Genuin event data in BigQuery](https://begenuin.com/developers/developer-resources/api/integrate-google-bigquery-with-brand-control-center) explains the `genuin_data` table and the first queries on engagement and campaigns.

The audience extension calls in the [Business Account API](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map) are proposed, not live. [Live API today and the Business Account API roadmap](https://begenuin.com/developers/developer-resources/guides/live-api-today-and-the-business-account-api-roadmap) maps what you can call now to what's planned.