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Segment Overlap Use Case Template
The segment overlap use case helps providers and consumers understand shared audience segments. Consumers can identify overlaps with specific audience segments in the provider database. Providers can demonstrate the value of their audience data. Both parties can plan co-marketing efforts and refine their targeting strategies without exposing raw data.
The segment overlap use case template contains these parameters.
| Parameter | Value |
|---|---|
| Party Contributing Data | Both |
| Required Attributes | Segment Name, Individual ID, Hashed Email Address, or Contact Point |
| Optional Attributes | Segment Parent Category |
| Query Type | Count Overlap by Segment |
| Query Run By | Consumer |
| Result Type | Aggregated Counts |
| Aggregation Threshold | Minimum 100 matched individuals |
| Result Received By | Consumer |
| Results Stored In | Output DMO on the Consumer’s Side |
| Privacy Measures | Private Join, Query Limits, Aggregation Threshold |
For example, a sports gear company (Consumer A) is collaborating with a TV network (Provider B) to understand viewership data for certain sports tournaments. Consumer A wants to run the segment overlap query on these user segments.
- Football fans
- Basketball fans
- Cricket fans
For each segment, Consumer A brings these mandatory attributes into the clean room: segment ID, individual ID (member ID), and email address. The email address, which is hashed to protect privacy, is used as the primary key.
Provider B associates the same attributes for its user segments for the sporting events that it broadcasts. Consumer A runs the segment overlap query for each of its segments against the provider's segments to find out which audience has the most overlap.
Here are the results when Consumer A runs the query on the football fans segment. The report shows that Provider B’s “Behind-the-scenes followers’” segment has the highest overlap with Consumer A’s football fans segment.
| Parent Category | Provider Segment Name | Overlap Count | Provider Segment Size | Overlap Rate |
|---|---|---|---|---|
| Viewer Behavior | Behind-the-scenes followers | 45,200 | 248,000 | 18.2% |
| Streaming Genre | Sports and action | 39,850 | 172,000 | 16.1% |
| Demographics | Adults 35–54 with kids | 33,300 | 198,000 | 13.4% |
| Purchase Intent | Sports merchandise buyers | 30,125 | 124,000 | 12.1% |
| Viewer Behavior | Morning news routine viewers | 28,770 | 102,000 | 11.6% |
| Platform Preference | Mobile app | 26,310 | 145,000 | 10.6% |
| Lifestyle | Upscale urban professionals | 24,480 | 85,000 | 9.8% |
The overlap scores are aggregated for each segment to preserve privacy. The generated reports are stored in an output DMO. If Consumer A collaborates with other providers on the same use case within the same data space, all the reports are stored in the same output DMO.
