Knowledge Article

Overview

illumin Audience Insights gives marketers data-driven third-party audience recommendations inside a live campaign tactic on the enhanced Canvas. It analyzes existing third-party audiences and estimates incremental reach before marketers add new segments.

Important notes

This feature is available only for live campaigns on the enhanced Canvas (new experience) with tactics that have at least one third-party audience. illumin Audience Insights uses third-party data to estimate the reach potential of each suggested audience. Keep in mind that adding new audiences can expand access to winnable audiences, but it doesn't guarantee an increase in impressions.

The tool doesn't analyze first-party audiences or make first-party audience recommendations.

Prerequisites

Live campaign in the enhanced Canvas (new experience).
At least one third-party audience already applied to the tactic.
Published or active campaign status.
Access to the Audiences tab within a tactic.

Display Audience Insights

Open a campaign on the Canvas (new experience).
Click the campaign block. A new window displays.
Go to the left menu.
Expand the campaign folder.
Select the tactic name.
Click the Audiences tab. The insights panel displays on the right side if recommendations are available. The insights panel shows a bar graph and a list summary.

Understand the bar graph

Review the light purple bar in the insights panel. The light purple bar shows the current audience size in unique users.
Review the dark purple section of the bar. The dark purple section shows the estimated number of new unique users if marketers add all suggested audiences.

About the projections

The projected number of winnable impressions is dynamic. That number changes if there are adjustments to the creative mix, targeting settings, or remaining flight time.

As the campaign moves closer to the end of the flight, the number of opportunities to win bids decreases, as does the number of chances to serve impressions.
If you change the campaign parameters, like audience or the targeting mix (e.g. increase or decrease the geographic scope of a campaign), the platform automatically adjusts the projected number of winnable impressions.

Review suggested third-party suggestions

Click the Show list link to display the suggested third-party audiences. Each suggestion is a tile with four pieces of information.

Name: the search terms used to define the audience inside illumin Marketplace.
Reach: the estimated number of unique users.
Source: the name of the provider that supplies this third-party audience.
CPM: the cost of this audience.

Add a recommended audience

Hover an audience tile in the suggestions list.
Click the Add button on the tile. The audience moves to the Audiences table for the tactic.
Optionally click the Add all button at the bottom of the suggestions list. The Add all button adds all suggested audiences at one time.

Remove a recommended audience

Locate the Recommended tag in the Audiences table.
Select the checkbox next to the audience name.
Click the Remove button in the action bar. The platform removes the audience from the tactic.

Troubleshooting

If the insights panel does not appear in the Audiences tab, the campaign status is likely not published or active. Publish or activate the campaign and refresh the Audiences tab.
If no recommendations display in the insights panel, the projected impact of additional audiences may be too small to generate meaningful insights. Review current targeting settings or confirm that at least one third-party audience exists in the tactic.
If projected winnable impressions change unexpectedly, recent updates to targeting settings, creative mix, geographic scope, or remaining flight time may have triggered recalculation. Review campaign parameters and confirm the desired configuration.

FAQs

Can marketers use illumin Audience Insights with first-party audiences?

illumin Audience Insights does not analyze first-party audiences. The tool evaluates third-party audiences only and generates third-party audience recommendations.

Why do projected winnable impressions change over time?

The projected number of winnable impressions updates dynamically. Changes to creative mix, targeting settings, geographic scope, or remaining flight time automatically adjust the estimate.

Can marketers add all suggested audiences at once?

The Add all button at the bottom of the suggestions list adds every recommended third-party audience in one action.

Can I access Audience Insights from the Impression Filter?

Yes, marketers can access audience insights by opening the Impression Filter, then using the Audience Targeting filter. If the View Insights tag appears, click it to open review available insights.