Inclusive & Exclusive Audiences Overview

Rokt mParticle’s Inclusive/Exclusive Audiences allows you to create both overlapping and mutually exclusive audiences within the same audience group.

Currently, Audiences are exclusive by default. This means that within an audience group, users are only added to one audience at a time, even if they qualify for more than one audience in the group.

However, with Inclusive/Exclusive Audiences, you can use logic blocks to combine overlapping audiences into inclusive groups. By separating audiences into different logic blocks, you can enforce exclusivity. This allows you to build more complex audience groups that more accurately reflect your users and their behaviors.

For example, you might want users to belong to a single lifecycle audience such as New Customers, Active Customers, or Lapsed Customers, so your lifecycle messaging is based on one stage at a time. However, within each lifecycle stage, users might be added to multiple behavior based audiences such as High Value Purchasers or Sports Fans.

Inclusive/Exclusive Audiences would allow you to keep your lifecycle audiences mutually exclusive while still allowing users in each stage to join multiple behavior based audiences.

Logic blocks

Logic blocks are the foundation of Inclusive/Exclusive Audiences. They act as containers that determine how audiences relate to one another within an audience group. Logic blocks are tools you use when building audiences. They are not unique entities, like a user profile or an audience, that can be managed outside the audience group.

All audiences within the same logic block are treated as inclusive. If a user qualifies for multiple audiences in the block, they are added to all of them.

For example, if you place two audiences called High Intent Users and Recent Purchasers in the same logic block, a user who meets both sets of criteria will appear in both audiences.

Understanding exclusivity

It’s important to note that logic blocks are only exclusive relative to other logic blocks that are children of the same immediate parent.

For example, if two logic blocks sit under the same parent audience, a user can only be added to audiences in one of those blocks at a time, but logic blocks under different parent audiences can share users.

Block priority

When more than one logic block shares the same parent audience, you use block priority to control which block “wins.”

In the Audience Group Editor, blocks are ordered from highest to lowest priority. If a user qualifies for audiences in more than one of these sibling logic blocks, the blocks are evaluated in priority order and the user is added only to audiences in the first block that matches.

Logic blocks can only be created, renamed, reprioritized, and deleted within the Audience Group Editor.

Inclusive audiences

If you place two audiences inside the same logic block and a user qualifies for both audiences, the user is added to both audiences. This reflects scenarios in which a single user matches several defined behaviors, interests, or attributes that you want to recognize and act on.

Keeping our example from above, a user may qualify for the New Customers audience as well as the Sports Fans and High Value Purchasers audiences. By placing the Sports Fans and High Value Purchasers audiences within the same logic block under the New Customers parent audience, you can ensure that the user receives relevant messaging for both sports and higher value products.

When to use inclusive audiences

Inclusive audiences are useful when:

• You want to run multiple overlapping campaigns, like a loyalty program and a seasonal promotion.
• You are building behavior based audiences where overlap is natural and valuable.
• You are enriching your user targeting by tracking multiple signals at once.

Inclusive audiences help you reach the full set of users who meet your criteria, without forcing a choice about which behavior should win.

Exclusive audiences

If you place two audiences inside separate logic blocks and a user qualifies for both audiences, the user is only added to the audience in the block with the highest priority. This reflects scenarios in which you need to enforce non-overlapping audiences for things like A/B tests or lifecycle stages where it doesn’t make sense for a user to belong to more than one audience.

For example, the New Customers, Active Customers, and Lapsed Customers audiences should never overlap. By separating these into three logic blocks, you can ensure that each user is added to only one of the three audiences at a time. Even if a user qualifies for more than one lifecycle audience, they are only assigned to the audience in the highest priority block.

When to use exclusive audiences

Exclusive audiences are useful when:

• You are defining funnel steps, lifecycle stages, or customer journey phases that should not overlap.
• You are allocating budget across test groups or paid media segments.
• You want to simplify measurement, attribution, or performance tracking.

Exclusive audiences help you assign users based on your strategic priorities and avoid conflicting messaging, double counting, or ambiguity.

What stays the same

While Inclusive/Exclusive Audiences adds new options for structuring your audiences, it does not change the core Audiences workflows you already use. You still:

• Define audience membership criteria based on user behavior, attributes, and events.
• Configure refresh frequency.
• Connect and activate audiences to downstream outputs

To learn more about these unchanged audience workflows, see:

• Create an Audience
• Connect an Audience
• Manage Audiences

Next Steps

• User Guide - Learn how to create and manage logic blocks in the Audience Group Editor
• Examples - Follow a complete walkthrough of combining inclusive and exclusive audiences
• FAQ - Get answers to common questions about Inclusive & Exclusive Audiences