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.