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ARTICLE · 07 JANUARY 2021

Custom Audiences

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Custom audience products involve you providing personal data of your customers to a third party, usually a social media platform, which, via a matching process, determines which of your customers are also users of the SMP.

United KingdomPrivacy
Jamie Drucker
Jamie Drucker
Rob Powell
Rob Powell
Hannah Crowther
Hannah Crowther
Jamie Witton
Jamie Witton

What is a "custom audience"?

Custom audience products involve you providing personal data of your customers to a third party, usually a social media platform (an "SMP"), which, via a matching process, determines which of your customers are also users of the SMP. This enables the SMP to serve your ads directly to those users. Data can be provided directly (e.g. by uploading lists of email addresses) or by the SMP embedding a pixel on your website to collect data on your users.

A similar tool, "lookalike audiences", involves the SMP using the outcome of the initial matching process to generate a target list of users who are not your customers, but who share similar interests and characteristics as your customers.

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