Digiday - WTF are commerce audiences?

For brands trying to reach consumers while they shop on the open web, demographic data leaves many of them one step behind. Static targeting tools that rely on consumer characteristics are missing the mark when ads land on consumers who’ve already made a purchase or simply aren’t interested. 

Rather than chasing consumers around the open web, brands are building commerce audiences to anticipate a consumer’s next move. This novel approach, based largely on data signals generated by consumer behavior, is improving accuracy as advertisers determine consumer interest and relevance. 

To help advertisers stay ahead of consumers, this explainer guide dives into commerce audiences, how they are built, what they do and the innovative ways brands use them to reach consumers.

Read the guide to learn: 

• Which data signals are used to build commerce audiences
• How commerce audiences differ from other targeting methods
• How commerce audiences are activated on the open web

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