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Overview
Segment Recency targeting allows you to target users based on how recently they were added into your segments, which enables you to handle use cases such as the following:
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Segment Recency targeting is only available for 1st party segments because Beeswax does FreeWheel does not have visibility into how recently a user was added into an external data provider’s segment. For example:
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- Additionally, a user may have existed within a 3rd party segment for, say, a year, but if the segment was only mapped to Beeswax FreeWheel DSP yesterday, their recency would appear as if it were only 24 hours.
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Segments with recency enabled can be applied to targeting using both INCLUDE and EXCLUDE logic.
FAQ
Q. Is there a max segment recency that can be set for targeting?
- 90 days is the maximum duration you may specify within recency targeting.
Q. Do first party segments that are derived from cross device extensions work with segment recency?
- Yes. If a bid request matches a segment through cross-device extension, that user’s recency will be derived from the time the “original” user ID was inserted into your segment.
Q. What happens if I use recency on a segment populated by my data augmentor?
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EXCLUDE logic
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Q. How is recency handled for DMP data?
- For DMPs that get processed via the 1st party Segment Upload process such as Liveramp 1P Data, Salesforce DMP (fka Krux), and Lotame, the start time used for calculating recency is when the segment data is uploaded to us and not when the user is added to the segment in the DMP itself.
- For DMPs that get processed via our 3rd party data approach such as Oracle Data Cloud (Bluekai), the segments will not be eligible for Segment Recency.
Q. Why is segment recency not available for 3rd party segments?
- Beeswax does not have visibility into when each user was originally added to a given 3rd party segment, and thus the recency is unable to be accurately calculated.
Q. What happens if segment recency is set to a value larger than the TTL for the segment?
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