Audience Extension Tag
A tag targeted to one of your segments on offsite inventory bought through Genuin Ad Server's exchanges at programmatic CPMs.
Audience extension takes a segment you built from your own signals and reaches it on inventory you don't own. Genuin Ad Server comes connected to exchanges and buys the impressions. Attribution then credits the outcomes back to your network.
This capability arrives as a proposal when your network needs it, filled in from your brand context, and goes live when you confirm it. It's part of Offsite, and 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.
| 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 | Extend a client brand's first-party segments |
| Non-endemic brand partners | Buy audience extension rather than placing content, as Brand Network 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.
- Audience extension is one of the uses you allow on a segment, next to Maya ranking and Paid Partner targeting.
- Genuin Ad Server buys impressions for the segment through its connected exchanges, at programmatic CPMs.
- 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.
- Build the segment and allow Audience extension as a use. Learn how in Audience segments: onsite, offsite, and offline signals.
- Create the tag under Offsite > Tags, with the segment attached and a budget.
- Genuin Ad Server buys the impressions, and attribution closes the loop. Learn how outcomes are credited in 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 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.
- Serve your first ad 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 sends what viewers do in Genuin views to your analytics tool and warehouse.
- Query Genuin event data in BigQuery explains the
genuin_datatable and the first queries on engagement and campaigns.
The audience extension calls in the Business Account API are proposed, not live. Live API today and the Business Account API roadmap maps what you can call now to what's planned.
