Target (or don’t) consumers seamlessly with a Custom Audience API
Custom audience lists are an important mechanism to enable an advertiser to either strengthen existing relationships by targeting current consumers or focus on acquiring new ones by suppressing the current ones. Either way, you can seamlessly add or remove such contacts with Rokt’s Custom Audiences API.
This can be achieved by adding a custom audience to a campaign with the intention to:
- Exclude existing customers because they are unlikely to engage with their offer or their propensity to convert is low.
- Include customers for certain campaigns because you have unique knowledge of their onsite behaviour and transaction history. This will affect:
- Personalization of offer message
- Bidding strategy based on likelihood of a customer to convert (bid higher to target certain customers with strong brand recognition but have not yet converted, bid less to target re-purchase in existing customers etc.)
Inclusion and exclusion lists are widely used on the Rokt platform today and are considered industry standard amongst advertising platforms.
There are many benefits of the Custom Audiences API. Here are the 4 ways the Custom Audiences API rocks:
- More updated and accurate data reducing the amount of current customers that see your offer.
- Saves money with more accurate data which leads to less duplicates which leads to higher efficacy.
- Grows conversions by removing duplicates promptly, allowing for more opportunities to target new customers.
- Real-time sync to ensure your target or suppression lists are up to date for accurate targeting.
Reach out to your Rokt Account Manager to get your Custom Audience API set up.