Audiences

Different Level Retargeting

Retargeting reminds your website visitors of your products and services. Eskimi DSP allows different level remarketing opportunities.

Campaign Level Remarketing

Click-based

All campaigns by default collect unique click data. It is based on who was click your ads during a particular programmatic campaign.

How to use?

These users showed a strong interest in your brand meaning that you should advertise them upper funnel offers that would boost stronger interest in your products and services.

Impression-based

It is possible to enable impression audience collection for your programmatic advertising campaigns. This can be done by Ad Operations. These users are only starting to get to know your brand as they just saw your programmatic advertising.

How to use?

You can remarket these users with engaging offering/creative solutions that would boost trust in your brand and gradually would move users from awareness to consideration.

In addition, the Impression audience is great for sequence advertising. If you have a long story to advertise or you would like the users to anticipate for a new product launch try to remarket users that already seen the ads with a different storyline.

Event-based

It is possible to enable event audience collection for your programmatic advertising campaigns. This can be done by Ad Operations. This audience is based on Rich Media engagement. These users showed interest in your advertising, but may not visit your website.

How to use? 

Move these users from consideration to acquisition. Invite them to visit your website for the premium offering. Or try to use click to action solution that these users not only engage with your ads but would follow other activities with your brand.

Conversion-based

If you have implemented the Eskimi DSP conversion pixel, converters will be collected automatically as a separate audience.

How to use?

Build loyalty with these users. This is the core audience that showed full interest in your brand.

First-Party Data Remarketing

Device ID-based

Eskimi DSP supports Device ID remarketing. So if you have CRM data where you collect Device IDs it is possible to upload them to Eskimi DSP and use it through programmatic advertising.

How to use? 

Segment your current or past customers into different device ID segments and advertise different offerings. By doing so you will be able to win back your previous customers while you will bring personalization.

Website-Based

Eskimi DSP allows implementing Tracking pixels that collect cookie data from your website. You can collect users from the whole page or only from a particular website page. Based on different goals different audiences should be set-up.

How to use?

These users already showed a strong interest in your brand as they have visited your website. Therefore, proceed on advertising upper-level offerings so you would move them from only web visitors to converters. In addition, by segmenting your website page you can advertise different offerings for users that visit different parts of your website.

Retargeting Geolocation Audience

What is geolocation?

Geolocation is the process of determining a user's or computing device's geographic location using a number of data collection techniques. Eskimi determines the geographic location based on the GPS coordinates while supporting 3 geolocation audience creation methods: simply drawing or searching of the location, uploading GPS coordinates or postal codes. 

Why geolocation?

Retargeting geolocation audience targeting allows to reach highly targeted audiences within specific location. The data is collected based on location of devices (GPS) within a specific location and time. The creation of the location and time frame of which devices are being collected and aggregated into that actionable custom audience, allows target users from specific locations even after they have left that geolocation.

Requirements 

Geolocation audience can be created using 3 methods: 

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2. Uploading GPS coordinates - this method requires uploading CSV file with latitude in the first column and longitude in the second

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3. Uploading postal codes - this method requires uploading CSV file with 2 letters code in the first column and the postal code in the second 

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While creating geolocation audience it is required to indicate: 

Once the audience is created, it can be targeted in the campaign

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Limitations

The video below is the representation of retargeting geolocation audience

Retargeting Apps/Sites Visitors Audience

Creating an App & Site Audience allows to retarget users who have visited specific Apps&Sites and show them relevant ads when they visit other websites.

In order to create a new retargeting audience, you will need to take the following steps:

1. Click on Tools ( left side of your dashboard) and select Audiences 

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2. Then click Add Audience (right top corner of the screen)

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3. When the new window appears, fill in the necessary information:

- Audience name;
- Choose the type - Retargeting (apps/sites visitors); 
- Choose date interval - here you indicate how long the audience will be collected;
- Choose Rule - Anyone visiting the website (means that users will be collected from all sections of the site/app) OR Users visiting specific web pages (means that users will be collected from a specific section of the site/app (then you will need to indicate keyword for specific section));
- Indicate the user validity - here you indicate how long the collected audience will be stored; 

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- Indicate country from where you want the audience to be collected;
- Also you can choose from which exchange and what type of audience should be collected; 
- Then you will need to choose Apps/Sites you wish collect the users.
There are 2 methods to choose Apps/Sites. 
The first method is to enter a site name in the search column and select the required one. Then the selected sites will appear in a separate list. 
The second method is uploading apps/sites names from the CSV file. CSV file requirements - sites/apps must be entered in a column without additional characters (such as semicolons, spaces, etc.). So it is basically a domain name or app bundle if this is an app.

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4. Hit "Save" and your created audience will be saved in the list under First party. After the audience is updated by the system, you will see the audience pool gathered.  

5. Finally a created audience can be applied when setting up the campaign. You can select this audience at campaign "Edit page" when at least one user is collected.

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Retargeting Site First Party Audience

First-party data is defined as data that was collected directly about your audience. In most cases, in Eskimi, we are collecting first-party data from your own website.

How is first party data collected?

First party data is collected by adding a pixel to a customer website that collects information about behaviors and actions of audience and records it. Whenever a visitor lands on or clicks website, looks at products or fills out a survey, that data can be collected.

How to create User First Party Audience: 

1. Click on Tools (left side of your dashboard) and select Audiences

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2. Then click Add Audience (right top corner of the screen)

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3. Now you will see a page on setting up audience collection

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On the audience creation screen you will need to fill in the following:
- Audience name;
- Choose the type - Retargeting ( user first party );
- Choose date interval - here you indicate how long the audience will be collected; 
- Choose the rule - "Anyone visiting the website" OR "Users visiting specific web pages" 

Let's now take a hypothetical situation: customer wants to track audiences who enter the websites registration page, products page, and contact page. 

Using the old tracking codes we had to generate 3 separate codes which had to placed in these specific pages. But using the new tracking pixel, it is possible to use same audience pixel on each website page, the rest is configured through the dashboard.

- After adding the URL's set the "User validity" - here you indicate how long the collected audience will be stored.

When all variables are set, click "SAVE" and that's it, your Audience is configured and saved. 

Note: if a customer wants to collect audience from 2 or more different websites, then only one tracking pixel is needed (but the same pixel must be installed on all websites).

But it's also important to keep in mind that tracking pixel is linked only to one Eskimi DSP customer account. If a customer wants to collect an audience from 2 or more websites and campaigns will be launched from different accounts, then depending on a number of accounts there will be a corresponding number of tracking pixels.

1st Party Data Audience

What is 1rd Party Data Audience?

First-party data is the information you collect directly from your audience or customers.

It includes:

It can also include non-online information such as completed surveys, customer feedback and other customer information stored in your CRM database. First party data comes straight from your audience and customers, and it is generally thought of as the most valuable. Not only is it the most valuable, but also it’s available to you at no cost, making it cost-effective.

1st Party Data Usage At Eskimi

Here at Eskimi you can monetize your 1st party data. Keep in mind that Eskimi DSP allows only Device IDs as first party data. 

1. Click on Tools ( left side of your dashboard) 

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2. Select Audiences and then click Add Audience (right top corner of the screen)

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3.Create your audiences name.

4. When the new window pops up, fill in the necessary information and choose the type of audience (User IDs list) :

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5. Select a CSV file that you want to upload and click 'Save'. You can find your created audience under 'First Party' tag.

Maximising users who engaged with your advertising

Introduction

Retargeting plays a pivotal role in the success of full-funnel advertising. Eskimi offers a range of audience collection solutions, such as pixels and events, directly within its DSP (Demand-Side Platform). Moreover, Eskimi empowers advertisers to go a step further by retargeting users who have engaged with their programmatic advertising on third-party platforms like DSPs and social media channels. This article provides a comprehensive overview of the workflows, use cases, logic, and limitations involved in using these tools.

Data Collection

By default, every programmatic campaign executed through Eskimi collects data on users who have clicked on your advertising. Additionally, the system has the capability to collect data on:

  1. Users who have seen your ads (impression audience).
  2. Users who have engaged with your ads through Rich Media events (events audience).
  3. Users who have converted through your ads (conversions audience).

The audience collection tool is readily available on the campaign approval page for self-service clients. However, for managed campaigns, advertisers are advised to contact their dedicated adops manager to enable additional audience collection tools. 

Remember: To maximise your audience collection, it is important to ensure that audience collection is enabled with the start of your programmatic campaign.

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Workflows

Advertisers or dedicated adops managers can easily access all the aforementioned audience data directly from the user interface (UI). Once a programmatic campaign is launched, any engaged users can be found by following these steps: Reports > Export > Device ID report (entire period).

It's important to note that the audience data will remain available for 180 days after the campaign concludes. After this period, the device ID report will no longer be accessible in the system. It is therefore crucial to make the most of this timeframe for audience collection and analysis.

Additionally, users can be exported for the whole campaign period only. It is not possible to export audiences for a specific campaign period. 

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Logic 

Clicks, impressions, events, and conversions audience users are derived from the Eskimi Data Management Platform (DMP). The DMP combines data from Eskimi's third-party cookies (website users) and mobile advertising IDs (app users). Consequently, when exporting users through the Device ID report, it will include a mixture of both cookie-based and device ID-based users.

To maximise the potential of your audience and optimise your retargeting campaigns, it is crucial to export users from programmatic campaigns that specifically targeted mobile apps or campaigns where a significant portion of the reached users originated from apps. This approach ensures that you leverage the most relevant and effective audience segments for your retargeting efforts. 

App users hold significant importance in retargeting efforts due to the stability of mobile advertising IDs. These unique identifiers remain consistent even when users switch between different applications. On the other hand, cookie-based audience data is limited to retargeting exclusively within the Eskimi DSP.

Use cases

Until now you should be acquainted how to collect and export users that engaged with your programmatic advertising. In addition to that we need to talk about how the audiences can be used:

1. CRM: Clients can add the users to their CRM if they collect mobile advertising ID users from other DSPs or apps. 

2. Retargeting on 3rd party DSPs: Users collected through advertising on Eskimi can be uploaded to a 3rd party DSP (DV360, TTD etc.) which supports mobile advertising ID upload. 

2. Retargeting on Social Media channels: Users collected through advertising on Eskimi can be uploaded to a social media channels that support mobile advertising ID upload. A common platform by clients is Facebook.

CLICK HERE TO WATCH HOW TO COLLECT AND EXPORT DMP IDs

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Summary

Eskimi provides advertisers with powerful tools for retargeting, enabling them to leverage audience data and reach users who have engaged with their programmatic advertising across multiple platforms. By prioritizing app users and their mobile advertising IDs, advertisers can achieve more targeted and impactful retargeting campaigns, leading to improved conversion rates and overall marketing success.