Introduction to Audience Metrics

In this article you will learn the definitions and explanations of audience metrics that are used to build audiences in the Resonate Ignite Platform.

Projected Adult Population

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.  

Estimated Targetable IDs

Estimated Targetable is the available number of IDs within Resonate’s ID Graph that can be activated for this audience. It’s the number of IDs maintained by Resonate where we model over 15,000 attributes on an individual basis. The Estimated Targetable ID number will fluctuate since our predictions and models update nightly.

The Estimated Targetable ID 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 Estimated Targetable ID 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 Estimated Targetable ID 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 Estimated Targetable ID count and DSP counts because of match rates and DSP methodologies. Estimated Targetable 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.

Matched IDs for Tags

Matched IDs for Tags are the number of IDs matched to Resonate’s ID graph from your tag hits seen from the time you placed the tag going forward (up to two years).

Total Events is the number of tag fires/hits on the tag over the past 2 years or from when the tag was placed.

Matched IDs for Standard or Custom Engaged Audiences and Flash Models

Matched IDs for Standard or Custom Engaged Audiences and Flash Models are the total number of IDs that represent your audience for insights.

Understanding How To Use These 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 22.5 million people, and we can see them across 27.5 million estimated targetable IDs.  

Match Rates 

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 Estimated Targetable 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.