Use this advanced tool to create a dynamic audience by selecting two or more segments and assigning each one a weight. illumin serves impressions to users in any segment (or combination of segments) with a weighted (i.e. confidence) score of 1.0 or higher.
Best practice
After you launch a campaign with a dynamic audience and review the reporting, you'll get data for a single dynamic audience. It's not possible to desegregate the data based on the individual segments that you bundled together. For that reason, if audience performance by segment is important to you, skip the dynamic audience option and instead add each separate audience to a different campaign or tactic.
Opening the audience page
Start by opening the Dynamic audiences window. Log in to illumin. Go to the top menu bar and select Library > Audiences. Click the New Audience button. A new window displays.
Select the Dynamic audiences card and then click the Next button. The General Settings form displays.
Creating an audience
Go to the Name field and enter a unique label for the audience. The other fields are optional. Click the Add Audiences button.
On the next page, select an audience tab near the top of the page. A list of audiences in your library displays. Check a box to select an audience. The selected segments display in the right-hand column. Click Next when your list is complete. The wizard returns to the General Settings page. Scroll down to configure confidence scores.
Adding confidence scores
Each selected segment has a sliding scale that you use to assign a confidence score (i.e. weight). The score you assign to each segment determines one of four possible impression outcomes:
- Users in a segment with a confidence score of 1.0 are automatically targeted and will receive impressions.
- Users in a segment with a confidence score less than 1.0 will not be targeted and will not receive impressions.
- Users in two or more segments with a combined score of 1.0 (or more) will be targeted and served impressions.
- Users in multiple segments with a combined confidence score that exceeds 1.0 will be heavily targeted.
FAQ
What problem does a dynamic audience solve?
Dynamic audiences help marketers reach users who share traits across multiple segments. The weighted model suits campaigns that rely on overlap behaviour or need a flexible way to score audience relevance.
Why might individual segment reporting matter for some teams?
Some teams measure ROI, reach, or frequency by segment to refine their targeting strategy. Dynamic audiences hide that detail, so teams that depend on segment-level reporting often choose separate audiences instead.
How do weights change real campaign outcomes?
Weights influence who enters the audience and how often impressions serve. Higher individual or combined scores lift the chance that illumin treats the user as a priority target.
Is there a risk of over-targeting with high combined scores?
Yes. When several segments add up to more than 1.0, the user may receive a high concentration of impressions. Marketers often monitor early delivery data to confirm that pacing stays healthy.