Future-proof your audience strategy

Audience creation is the process of building targeted groups of visitors based on specific attributes, behaviors, and data signals to support campaign activation, measurement, or analytics. At Optable, we’ve made this both precise and flexible, letting teams define audiences based on source origin, user traits, identifier types, behavioral signals like recency and frequency of events, and 3rd party enriched attributes. You can also segment by clean room match results or dynamically include or exclude users from existing audience groups

Audience enrichment is a core capability of Optable’s platform. Optable integrates with a variety of trusted third-party data and identity providers, allowing publishers to enhance their audiences with additional signals & attributes.

Available enrichment options include:

• Demographic and behavioral traits from external data providers.
• Geolocation data based on IP addresses or device signals.
• Identity data, such as alternative identifiers, to improve addressability and match rates.

Enrichment happens securely within the Optable environment, ensuring your ability to address privacy regulations while providing a more complete view of your audience for both direct and programmatic activation.

Optable enables audience activation across both programmatic and direct sales channels in a single place.

• Programmatic Activation:
  • Real-time targeting available through the Optable SDK for publisher-owned websites and apps.
  • Signal enrichment through Optable’s ID Switchboard, allowing identity signals and audience segments to be passed into the OpenRTB bid stream, improving addressability and ad yield. Learn more about ID Switchboard and what EIDs are supported here>>
  • Audience activation supported via transparent marketplace curation.
• Direct Sales Activation:
  • Through data clean room collaborations to allow secure audience matching with advertisers, enabling insights, prospecting, augmentation, and activation of overlapping audiences while maintaining data privacy.
  • Direct integrations with DSPs (e.g., Trade Desk, Yahoo, Google Ad Manager).
  • Audience segmentation and targeting via deal IDs.
  • API-based activation to sync identifiers with partner platforms.

Leveraging Optable Syncs to support the automated transfer of audience segments to DSPs, CDPs, clouds, and other third-party platforms for use in direct deals and advertising campaigns. Learn more about Optable Sync for Audiences here.

Yes, and more! Optable allows you to segment audiences with a high level of precision, using various behavioral and attribute-based criteria. You can easily create custom audience segments based on:

• Source: Filter users based on the data source they originate from.
• Trait: Segment audiences by specific traits or attributes
• Match: Target clusters that are part of a specific clean room match.
• Prospecting Model: Include users who belong to a defined prospecting model result.
• ID Types: Select users based on the types of identifiers they have (e.g., email, device ID).
• Event Behavior: Segment by event type and properties, filtering by how often (frequency) and how recently (recency) events occurred, such as users who performed an action X times in the last Y days.
• Existing Audience Membership: Easily include or exclude users based on their membership in previously defined audiences.

This flexibility ensures you can build highly tailored segments based on behaviors, attributes, and historical data, ready for activation.

Optable offers ID-based and contextual solutions to build custom audiences. Optable offers both ID-based and contextual solutions to help you build and activate highly tailored audiences.

ID-Based Audience Building

With Optable Audience Builder, you can segment your identity graph into precise audience groups using advanced queries. You can filter users based on a variety of criteria—such as data sources, user traits, events, and more. This approach gives you full control to define, refine, and activate your audiences for monetization.

Contextual Audience Building

Optable also supports audience segmentation based on contextual signals. With either client-side or server-side implementation, Optable integrates with leading contextual signal providers and seamlessly collects contextual data.

You can manage and segment your contextual audiences directly within Optable Audience Builder while having a unified and comprehensive view of all your audience strategies.

Learn more about contextual audiences in our guide on audience management.

Yes. Optable supports the activation of first-party audiences in data marketplaces to boost your monetization strategies. Publishers can build custom audience segments within the platform and enable audience-based deals in transparent marketplaces such as Amazon DSP, Google’s DV360, or The Trade Desk. This allows buyers to access curated, publisher-defined audiences.