Introduction to Audience Metrics
As you add attributes to your audience definition, the Audience Metrics above it will also update.
The Projected Adult Population represents the number of online adults in the U.S. who have the attribute(s) contained in your audience definition. It is there to help you size the audience to the total online adult population and goes beyond the devices that Resonate measures directly.
Addressable reflects the number Resonate profiles that match your audience definition. It’s the number of IDs maintained by Resonate where we model over 14,000 attributes on an individual basis. Addressable is the number of devices Resonate ascribes to your audience definition. The Addressable number will fluctuate since our predictions and models update nightly.
Understanding Audience Metrics
The size of your audience will change depending on the attributes and/or tags you are adding to or removing from your audience definition and based on the logic between those attributes and/or tags.
In the image below, we see that we can project that Females age 25-34 make up 9.5% of the online adult population, which is about 21.2 million people, and we can see them across 21.8 million modeled Resonate IDs.
Addressable reflects the number Resonate Profiles that match your audience definition.
The Addressable number you see in Resonate represents our best effort to estimate the size of IDs that could be available for activation. This number is estimated prior to a delivery destination or activation method being selected. Because of this, once an audience has been delivered you can expect to see a difference in Resonate’s Addressable number and the number that is shown at your activation endpoint.
Ultimately the number of targetable devices that become available in your activation endpoint of choice (ex, DMP or DSP) is driven by several factors:
- The complexity of the audience can impact the accuracy of the estimate. Simple audiences (e.g., gender = male) are typically more accurate than complex audiences (e.g., 'Number of Movies Purchased via Streaming' is 'More than 5' and 'Movie Genres' is any of 'Drama', 'Musical', 'Romance', and 'Number of Movies Rented via Streaming or Cable Provider equals 'Zero').
- Smaller audiences can also cause a wider variance in the Addressable Audience size estimates.
- Finally, the delivery model selected on activation and the match rate Resonate maintains with our partners can have a dramatic effect on the final number of identifiers available for targeting.
In summary, note that there may be a difference between our Addressable count and DSP counts because of match rates and DSP methodologies. Addressable should be used as an estimate to understand how many modeled Resonate IDs are available for activation, with the expectation that the final number of targetable IDs depends on the audience definition and size, delivery method, and match rate with the activation endpoint.
Typically, when advertising, you can expect to see an increase in the number of devices after being expanded across our device graph or the device graph provided by the DMP or DSP. However, the match rate Resonate maintains with the activation endpoint is another important factor in the final delivery pool size. Resonate maintains high volume user ID sync services with our activation endpoints to produce the highest match rate possible. But ultimate match rates can vary widely based on the destination’s footprint and our volume of user ID syncs.
Another thing to keep in mind is that anytime an audience is delivered via LiveRamp, there are two match rates to consider; Resonate to LiveRamp and then LiveRamp to Destination. So, you could start with an Addressable Audience of 2 million in Resonate, and on Activation 1.5 million IDs show up at LiveRamp, but only 1.2M are available at the Destination.