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A PPC guide to permission-based audiences

January 12, 2023

What is the difference between native audiences and first-party data?

Before we dive into audience strategy, it’s important to understand the difference between native audiences and the ones we build off of first-party data.

Native audiences use behavioral data sourced from consent-based:

  • Search queries.
  • Sites visited.
  • Locations visited
  • Past purchasing behavior.
  • Persona models and machine learning.

These sources fuel audiences like:

  • In-market: Displays a strong probability of being interested in the product or service.
  • Life events: represents a high probability of going through a major milestone.
  • Affinity: Likely interested in overarching hobbies/goods/services.
  • Custom intent: Advertiser-influenced audiences based on search terms or sites visited.
  • Similar audiences (no longer targetable on its own): High probability of being similar to a first-party audience group.

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