Overview of Custom Audiences

Using a secure email hash, LiveIntent can match your first-party customer data to email readers subscribed to premium publishers' newsletters.


Benefits of Custom Audiences

  • Connect offline data with online behavior to inform more relevant messaging and improved attribution.
  • Leverage your own unique data to send personalized messages to your customers.
  • Communicate with all customers across all devices in your owned email, as well as 3rd party premium publishers.
  • Create audiences built using the hashed email address - a stable and privacy-safe ID that circumvents common issues that cookies face, such as data loss and browser limitations.


How are Custom Audiences different than cookie retargeting?

Cookie retargeting is most useful when the recipient is using the same browser and device where the original cookie was placed. Custom Audiences use the hashed versions of email addresses instead of cookies. This allows advertisers to target their customers regardless of the device, browser, or email client they choose to read their newsletters.


What is an email hash? 

An email hash is a 32, 40, or 64-character code created by running an email address through a hashing algorithm. This produces a hexadecimal string that can be matched for marketing purposes, but not mailed to or easily reversed without a matching file or similar hashes, so it’s more secure than sharing email addresses. By reference, whenever you log into a website using your email address, you are recognized throughout your session as a hash. Hashes are used commonly and are a simple standard across the web.

For example, the hash for Bob@liveintent.com looks like this: dc124f8ec1f98e027ebc7655d94b08f4

The key benefit of the hash is in its cross-platform and cross-device application. Since the hash is a proxy for identity, and you use the same identity for your email accounts regardless of the device, it is a clear improvement to cookie targeting.

Want to know more about the email hash? Check out Defining the Email Hash


Custom Audience Use Cases 

Acquiring new customers/subscribers

Custom Audiences Solution: Onboard a list of your current customers or subscribers that we will suppress across the LiveIntent exchange to ensure your messages are delivered to net new users.

Staying top of mind with existing customers/subscribers

Custom Audiences Solution: Target your loyal customer or subscriber base with ads that bring attention to new products, services, or events. You can tailor marketing strategies and creatives that will appeal to different customer segments (i.e. frequent purchasers or early adopters).

Re-engaging lapsed customers/subscribers

Custom Audiences Solution: Reach out to lapsed customers who haven’t purchased your products or opened your emails in past months.


How large does my audience need to be to run a successful campaign?

Larger customer files will produce higher match rates.

While the best-performing audiences contain at least 1MM email addresses, you can run campaigns with smaller segments if you believe it is worth the time to set up the campaign.


Setting up a campaign with Custom Audiences

Click here for step-by-step instructions: Setting Up a Campaign with Custom Audiences

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