> For the complete documentation index, see [llms.txt](https://help.citrusad.com/retail-media-interface/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.citrusad.com/retail-media-interface/integration/data-api/audience-targeting-new.md).

# Audience Targeting

## Overview

Audience targeting enables retailers to leverage their customer data for more precise advertising campaigns. This feature allows you to sync customer and audience data to surface targeted segments for your advertisers, improving campaign performance and ROI.

## Key Benefits

* **Enhanced Targeting Precision**: Leverage first-party customer data for more accurate audience segmentation.
* **Improved Campaign Performance**: Target specific customer segments based on purchase history, demographics, and behavior.
* **Cross-Channel Activation**: For offsite integrated customers, use audience data for both onsite personalization and offsite advertising campaigns.
* **Real-Time Synchronization**: Keep audience data up-to-date with automated sync capabilities when using API.
* **Privacy-centric Option**: Maintain customer privacy while enabling effective targeting through secure data handling.

## How It Works

Audience targeting operates through a three-phase process: Integration, Activation, and Optimization.

### Integration

Retailers integrate their customer and audience data with the platform using one of three integration methods. Each method ensures that customers are tagged with the appropriate audience segments, which can be limited to specific advertiser teams if needed.

Retailers then need to ensure their ad request contains the customer ID of the customer browsing. This customer ID is linked to segments, which are surfaced in the ad wizard. Alternatively, we offer a method that allows retailers to directly provide segment ID(s) in the ad request, directly linking to the ad wizard targeting.

### Activation

Once integrated, advertisers can select from available audience segments within the campaign management interface. Segments can be curated for specific teams or shared across all advertisers. Multiple segments can be selected to broaden reach, with customers in any selected segment eligible for targeting. Below is an example of some example segments when creating a campaign.

<figure><img src="/files/qh9XEEEQdnp9hOblxlYu" alt="" width="100%"><figcaption></figcaption></figure>

### Optimization

Campaign performance can be monitored and refined using the UI reporting. Advertisers can adjust campaigns based on performance metrics shown directly in the UI.

{% hint style="success" %}
For retailers integrated with Epsilon for offsite, unified reporting against campaigns help showcase the impact of messaging across the entire customer lifecycle.
{% endhint %}

## Integration Methods

To enable brands to target audiences, we offer three unique ways to synchronise audiences.

* **Curated Unified Audiences**: Uses Epsilon's pre-curated segments for retailers already integrated offsite.
* **Sync Customers & Audiences**: Retailers provide both customer IDs and segment definitions via file or API.
* **Coming Soon: Sync Audiences Only**: A privacy-centric method where only segment IDs are shared, without exposing customer identifiers.

Each method ensures that customers are tagged with the appropriate audience segments, which can be limited to specific advertiser teams if needed.

### Integration Methods Comparison

| Feature                  | Curated Unified Audiences         | Sync Customers & Audiences                         | Sync Audiences Only (Coming Soon)                                |
| ------------------------ | --------------------------------- | -------------------------------------------------- | ---------------------------------------------------------------- |
| **Best For**             | Retailers integrated with offsite | Retailers with existing clean-room/audiences setup | Retailers that cannot share customer IDs and are privacy-centric |
| **Setup Complexity**     | None\*                            | Low-Medium                                         | Medium-High                                                      |
| **Customer ID Required** | Yes                               | Yes                                                | No                                                               |
| **Integration Method**   | Offsite integration               | File or API                                        | File or API                                                      |
| **Privacy Level**        | Standard                          | Standard                                           | High                                                             |

\*Assumes an onsite and offsite integration is complete and performant.


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