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Audience Boost helps to improve the reach and match rates of your audiences by enriching them with third-party user data before they are sent to downstream paid media partners. By using Audience Boost to enrich your audiences, you can increase the return on ad spend (ROAS) of your marketing campaigns.
The following outputs support Audience Boost:
Currently, audiences can only be boosted using US-based, third-party data from Experian.
Because it is possible to have multiple connections between a single audience and several outputs, Audience Boost is turned on at the level of an individual connection. This provides the greatest level of control over which forwarded audiences are enriched. For example, you could connect one audience to both Meta (Facebook) and Google Ads, but only boost the audience data that is sent to Facebook.
To boost an audience connection, all supported identifiers for the connection must be forwarded.
If you disable any identifiers in the audience connection settings, Audience Boost cannot be enabled.
This requirement prevents Audience Boost from adding identifiers that you have intentionally excluded for compliance or privacy reasons. For example, if you exclude IDFAs from an audience for compliance reasons, Audience Boost will be unavailable for that connection.
You can turn on Audience Boost when creating a new connection by checking Audience Boost in the connection settings:
You can turn on Audience Boost for an existing connection in two locations:
To boost an existing connection from the Group Editor:
Audience connections with Audience Boost turned on are labeled with a Boosted icon:
To boost an existing connection from the Audience Builder:
Audience connections with Audience Boost turned on are labeled with a Boosted icon:
You can use Audience Insights to see the count of user identifiers or attributes contained in an audience before and after enrichment.
To view Audience Insights for a boosted audience:
The chart labeled Reach breaks down the potential reach of your audience, according to each user identifier. If your date range is set to Today, you will see a bar chart. If you select a longer date range (for example, “Last 30 days”), you will see a line graph.
Each line or bar in the chart shows:
Hover your cursor over each segment in the chart to see the number of identifiers provided by the mParticle CDP relative to the number of identifiers enriched through Audience Boost.
Hover your cursor over the “Third-party data” segment to see how many identifiers were enriched through Audience Boost:
Hover your cursor over the “First-party data” segment to see how many identifiers were provided by the user data stored in mParticle:
Following is a list of the user identifiers and attributes that Audience Boost can enrich your audiences with for each output:
Platform | User Identifiers | User Attributes |
Facebook (Meta) |
|
|
Google Ads/td> |
|
|
Google Marketing Platform |
|
Audience Boost improves match rates through a process called identity enrichment. In practice, this means temporarily supplementing the profiles in your audience with additional identifiers and attributes from a trusted third-party provider.
By broadening the set of data associated with each user, downstream platforms can perform multi-key matching, which increases the ability of recognizing your audience members.
Audience Boost begins with the first-party data already present in your mParticle audiences, such as:
This data is then expanded through cascading enrichment, where each known identifier can resolve to additional identifiers and related attributes in a third-party identity graph.
Once identifiers are resolved, associated user attributes may also be added. These may include first and last name, gender, city, state, and postal code, depending on the specific output your audience is connected to.
Attributes strengthen matching in platforms like Meta (Facebook) Custom Audiences, which use both identifiers and demographic attributes as part of their multi-key matching process.
In keeping with mParticle’s privacy policy (and to comply with contractual agreements between mParticle, Experian, and downstream partners), no enriched data (identifiers or attributes) is exposed to customers.
No first-party data from mParticle is shared with the third-party provider, and no third-party data is added to user profiles within mParticle.
After you enable Audience Boost and connect an audience, enrichment occurs prior to the audience being forwarded to your chosen output. However, the time it takes for change in your match rate to appear depends on the downstream platform:
No, Audience Boost adds any available user data from the third-party provider that’s missing from your audience.
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