Pulse Audience Management

With Pulse Audience Management, you can target your audiences directly through INVIDI Pulse based on viewer demographics and other information that you find interesting. The audience data can be first-party data that you own, second-party data through a partner, or third-party data through Data Management Platforms (DMPs).

Note: Pulse does not target viewers that have manually opted out of data targeting from our ad serving network even if they technically match an audience segment.

Prerequisites

In order to use the Pulse Audience Management functionality, you first need a Data Management Platform (DMP) integration added to your Pulse account. Please contact your Account Manager if you want to start using Pulse Audience Management. Your Account Manager initiates the integration project in collaboration with our Customer Solutions team.

Pulse data alliance

Pulse partners with a number of leading audience data providers, such as:

Key terms

  • Audience data provider: a provider of demographic data - Data Management Platform (DMP). When a DMP integration is created, it can be enabled or disabled.
  • Audience segmentation: a grouping of related segments, for example Age, Gender, or Interests.
  • Audience segment: a specific segment in the audience segmentation, for example 10-14 years or 55-64 years can be segments of the Age segmentation.
  • Audience data batch file: refers to a collection of audience data rows. Each audience data row represents a viewer, who is tied to a unique persistent identifier (PID), and specifies the audience segmentations and audience segments the viewer belongs to so Pulse can target them accordingly. The audience data batch files are uploaded to and stored in your region's session store (either eu or asia).
  • PID: persistent identifier, a unique ID (preferably GUID or UUID format) that identifies the end user (your viewer) and persists across sessions. This parameter should be generated the very first time a viewer uses the video player. The parameter should be stored and reused for every future session. It is the basis for frequency capping, uniqueness tracking, goal sequencing, session clash protection, and audience targeting across platforms and devices. For more information, see Persistent identifier (PID).
  • Session store: a database where Pulse stores viewer sessions linked with their unique persistent identifier (PID). Session-related data is stored in key-value pairs, where the key is a PID and the value is an object of, for example, audience data or frequency capping data.

Audience targeting

This is a high-level overview of a DMP integration required to start using audience targeting in Pulse.

High-level integration overview

For example:

Audience data integration example

When a DMP integration is added to your Pulse account, Pulse Audience Management allows you to target your viewers using audience data directly through Pulse. Audience targeting is a way to target certain audiences based on different demographic or other criteria. This enables you to sell audience based campaigns and fulfil them in Pulse. A very typical example could be targeting a campaign or goal to Female, 26-34.

Audience Targeting rule in Pulse user interface

Audience targeting is available in the Pulse UI on global, campaign, and goal level, and in targeting templates, just as with any other targeting. It is also available through Pulse APIs. It can be combined with all other targeting rules. For more information, see Targeting rules and INVIDI Pulse REST API.

When this functionality is enabled, you can report on audience data and get impressions and other metrics you are interested in. For more information, see Custom Reporting and Custom Reporting API.

During Ad Operations planning, you can also forecast on audience data on both inventory and campaigns. For more information, see Planner and Forecast API.

Considerations

Take the following considerations into account when using Pulse Audience Management. If you have any questions, contact your Account Manager.
  • Initiate the data integration project with INVIDI Customer Solutions team well before you run your first campaign. It can take anything from a few days to weeks from the point where you realise that you want to work with external data until you can run your first campaign, all depending on your data source. Make sure that you know at what date the data should be accessible in Pulse before you book your first campaign using it.
  • Wait for the data to be transferred before you run campaigns. Audience data needs to be transferred to Pulse before you can use it, so wait for a while (the time frame depends on the data source) before you start targeting campaigns to it.
  • In Pulse, a viewer can only be matched to a single audience segment within an audience segmentation. This is not a problem, for example, for age and gender, where a viewer can only belong to one age segment and one gender segment. However, you might want to target a viewer based on multiple interests, but this is not supported in Pulse in case all possible interests fall under the same segmentation in your audience definitions. If you run into this scenario, contact our Customer Solutions team to find alternative ways of defining your audience segmentations and audience segments.

Limitations

  • Maximum three DMP integrations per account (default setting).
  • You cannot add audience providers yourself. Contact your Account Manager to add a new audience provider for your Pulse account.
  • Maximum 200 segmentations per DMP integration.
  • You cannot delete segmentations. Contact Technical Support if you reach the limit and need to have a segmentation deleted.
  • Maximum 15 segments per segmentation.
  • Segments cannot be deleted.
  • You can upload only one audience data batch file to Pulse session store per audience provider per day.
  • The audience data batch file can contain a maximum of 10 million rows.
  • If using session store, minimum one update every 13 days is required per unique viewer.
    Note: Inactive viewers are automatically purged after 13 days. The data is lost from the session store, making the viewer unavailable for audience management. Campaigns using audience targeting do not deliver to purged viewers.
  • Maximum one async HTTP request per day and per unique viewer.