To provide you with greater data transparency and empower you to make the best decisions with your data, we improved our data notifications to bolster your understanding of audience metrics as you are building audiences in the platform. Previously we were showing audiences as green, yellow and red, but there was some inconsistency and lack of clarity on what these colors meant and when they changed. Our improved data notifications are meant to streamline your understanding of audience metrics and their implications.
One of these improved notifications displays when the Addressable number is low.
An asterisk will display next to both NCS and Connected Profile audiences when the Addressable number is at or below 1.5M for NCS Audiences or 500K for Connected Profile audiences.
The threshold for NCS audiences is 1.5M because that is about a half percent of our total modeled universe. Through historical experience, we have found that an Addressable number at or below 1.5M can affect the reach of your audience when activating with third party vendors through decreased match rates or cookie decay.
When the Addressable number is below these thresholds, you can hover over the asterisk and there will be a tooltip to notify you that the modeled cookies available for the selected audience is small. If you intend to target this audience, consider broadening your audience definition.