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Audience Insights from Ad Audiences Partner Platforms
Capture detailed customer insights from external platforms in Data 360. This capability provides demographic data and affinity groups based on activated segments. The insights are stored in the Insights DMO, which also tracks audience match count and updates every 48 hours.
See Audience Match Count for Advertising Activations.
These platforms support audience insights in Data 360:
- Google Ads Insights
- LinkedIn Insights
- Amazon Insights
Considerations
- Audience insights are generated automatically after you activate a segment to a supported platform. No separate activation step is required to receive insights.
- Insights are stored in the Audience Insights DMO, which updates every 48 hours and retains records for the previous 90 days.
- A minimum audience size threshold must be met before a platform generates insight data. Segments that are lower than the threshold don't produce reports.
- Each supported platform reports different dimensions. Refer to the platform-specific documentation for details on each report.
- You can query the Audience Insights DMO using Data Explorer, Query Editor, SOQL, ANSI SQL, or connected reporting tools such as Tableau.
- Amazon Ads and Amazon Marketing Cloud Insights in Activation
Delve into your customers’ unique characteristics, interests, and behaviors with Amazon Marketing Cloud (AMC) audience insights reporting. When you activate a segment to Amazon Ads AMC, an audience report is generated. The report provides demographic insights on customers who are actively researching products and their affinity groups based on lifestyle, long-term buying habits, and interests. - Google Audience Insights in Activation
Delve into your customers’ unique characteristics, interests, and behaviors with insights from a Google audience report within Data Cloud. After you activate a segment to Google, an audience report is generated in 5–7 days. The report provides insights in terms of demographics and customers who are actively researching products and their affinity groups based on their lifestyle, long-term buying habits, and interests. - Audience Insights Data Model Object in Data Cloud
The Audience Insights data model object (DMO) provides insights into the audiences that you’ve activated on Google advertising platforms with the Ad Audiences connector. You can retrieve records from multiple activated audiences and delve into their similarities and differences. The DMO is updated every 48 hours and stores audience insights records for the previous 90 days, enabling you to track the long-term impact of a campaign and how your audiences evolve.
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