Open the Marketplace page, and you'll discover an audience for your campaign. Thanks to our partnerships with the top advertising data providers, you get access to thousands of global and regional segments across a wide range of categories.
Opening the Marketplace
Start by locating the Marketplace window.
- Log in to illumin.
- Go to the top menu and select Library > Audiences.
- Click the New Audience button. A new window displays.
Select the Marketplace card and then click the Next button.
Selecting a segment
Marketplace has an extensive catalog of third-party audiences. Use keywords (a single word or phrase) or filters (or both) to access the opportunities inside the Marketplace.
Keywords
- Enter a keyword or long-tail phrase. A table displays the results.
- Each row shows the name of the third-party data provider.
- Price means impression CPM.
- Members means the number of devices in the audience (not the number of people).
- The label Requires processing means this audience is available for selection but cannot be accessed on the illumin platform right now. If selected, LiveRamp (the data provider in this example) needs 2 and 7 days to process and download the audience data to illumin. Once downloaded, this segment is available to all illumin users. See below to find more immediate options.
Filters
Click the Filters icon to display a new window. Enable one or more filters and then click Apply. Optionally, combine keywords and filters to narrow the list of results. If you filter by status:
- Active means the segment is available for use right now in a campaign.
- Processing means the segment will be available in the future after the third-party data provider completes the processing work.
- Requires processing (mentioned above) can be selected, but is not currently on the illumin platform. If selected and added to your illumin audience library, the data provider needs to process the segment.
If you sort by data provider, the segments offered by many companies on the list sync on multiple identifiers and work well for display or video creative types. For CTV, you should include TruAudience.
Adding audiences to your library
When you find a useful segment, check the box next to the name. The name of each selected audience appears in the right-hand column. Click the Add to New Library Folder button to place an instance of the segment in your library.
illumin creates a folder (you enter a folder name in the pop-up). The audience segments are inside.
- Click the pencil icon to change the folder name.
- Click the three-dot icon to move a segment to a different folder or delete it from the table (but not the illumin platform).
FAQs
What is Marketplace 3rd party data?
Marketplace 3rd party data comes from trusted data providers. Each provider supplies audience segments that help you reach people who match specific interests, behaviors, or demographics. You use these segments to improve your targeting inside illumin.
What does Requires processing mean?
This status means the segment exists but is not live on the platform. The data provider needs time to process and deliver the file. After this work finishes, the segment moves into Active status and becomes available to all illumin users.
How do keywords and filters help me find the right audience?
Keywords help you match a theme or topic. Filters help you narrow the results by status, category, or provider. You can use both together when you want a short, focused list of segments.
How do I add segments to my audience library?
Check the segments you want. Then use Add to New Library Folder. Enter a folder name and save it. The folder stores your selected segments so you can use them in future campaigns without a new search.
Can marketers create segments based on interest?
Yes. Marketplace includes thousands of third party segments tied to interests, behaviors, and demographics. Marketers search for themes such as fashion, fitness, travel, or financial intent and add the matching segments to their audience library.
What are modeled geo-profiles, and how are they different from standard audience segments?
Modeled geo-profiles are audience segments built using AI-modeled geographic and behavioral signals. Unlike standard segments that rely on direct cookie, MAID, or deterministic ID matches, modeled geo-profiles emphasize location-based patterns and inferred attributes. That helps illumin users maintain audience reach even in low-ID environments where traditional identity signals are unavailable.