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Overview
Segment Extension allows customers to leverage person- and household-level links during targeting to expand the available inventory and reach for a given segment. Our cross-device partners, FreeWheel ID Network and LiveRamp, are able to unify devices around two types of ‘link’links:
Person Links grant the ability to connect the User IDs of devices that belong to a single individual. For example, a Chrome cookie linked to an IDFA would suggest that the user of both those devices is the same physical person.
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Segment Extension can be applied at the Campaign or Line Item levels, and can be used to extend the reach of targeted segments. For example, if a user’s cookie ID is in a segment being targeted, then FreeWheel DSP will Buyer Cloud will enable the Line Item to identify and target bid requests coming from any of the devices that FreeWheel ID Network or LiveRamp has linked to the cookie ID in question.
The Segment Extension functionality can be applied using a number of settings:
| Setting | Description |
|---|---|
| None | (default) No change from existing behavior. |
| Person | Line item will match on requests where the user id is a member of the targeted segment (standard behavior) AND requests where the user id is person-linked to another user id that is a member of the targeted segment. |
| Person Extend Only | This ensures that only the cross-device functionality is leveraged when using a segment. Line item will match on requests where the user id is person-linked to another user id that is a member of the targeted segment, but will not target the source user IDs that exist in the segment. |
| Household | Line item will match on requests where the user id is a member of the targeted segment (standard behavior) AND requests where the user id is household-linked to another user id that is a member of the targeted segment. |
| Household Extend Only | Line item will match on requests where the user id is household-linked to another user id that is a member of the targeted segment, but will not target the source user IDs that exist in the segment. |
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A CPM fee is incurred for the use of Segment Extension, which will come through as a Vendor Fee, which you can see in the Vendor Report. Current fees are indicated within the Buzz UI.
Getting Started with Segment Extension
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Once it has been enabled:
1. To confirm a FreeWheel DSP Buyer Cloud Segment is eligible for use with Segment Extension, ensure the “Extensible” toggle option is set to “Yes” in the Edit Segment screen:
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| Note |
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Note: Segment Type will only be an option if you have 3rd party segment extension enabled. |
Segment Type Options
| Option | What it meansDefinition |
|---|---|
| None | Do not extend any segment |
| All Segments | Extend all 1st party and 3rd party segments |
| 1st Party | Extend 1st party segments only |
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- LiveRamp -- LiveRamp's graph is based on their Identity Link ID (IDL) and is deterministic, which requires multiple data points to say an ID is the same person or household. It is recommended for campaigns that require high accuracy.
- FreeWheel ID Network - Rapid privacy changes such as increased regulations and the depreciation of third-party cookies, device IDs, and IP addresses make it difficult for marketers to reach their target audiences, manage delivery, and measure outcomes. To overcome such challenges, FreeWheel’s Identity Network creates interoperability across various industry ID solutions, third-party IDs, and customer first-party identity assets to simplify workflows and enable privacy-safe, identity-enabled transactions.
FreeWheel DSP Buyer Cloud users utilizing FreeWheel’s Identity Network get a unified view of audiences across all supply pools and have the ability to scale addressable campaigns, accurately manage reach and frequency, and measure outcomes.
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Q: Do customers need any additions to their FreeWheel DSP contracts Buyer Cloud contracts to access this feature?
A: No, all customers can utilize this feature under their standard agreements. Contact your Customer Success Manager to have this feature enabled.
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