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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 Buyer Cloud 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 Buyer Cloud yesterday, their recency would appear as if it were only 24 hours.

For segments populated via Segment Uploads (as opposed to Segment Tags), the start time used for recency is when you perform the Segment Upload to Buzzin the UI, and not when the file is eventually processed. Segment Uploads will take a varying amount of time, so if you wish to target specific segments that cannot be populated using Segment Tags with a very low segment recency targeting (e.g. Less than 45 minutes), it would be recommended to use real time Segment Postbacks instead of Segment Uploads.

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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?

• If recency is enabled on an INCLUDE or REQUIRE segment, a segment populated by a data augmentor will not match that line item.
• Conversely, if a segment is using EXCLUDE logic, all bid requests where this segment was added via data augmentor will be excluded.

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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