You can activate your Tag (via retargeting or look-alike) - but you must first save your Tag as an Audience. Here's how to do that:
1. Save a Tag Audience
From the Dashboard, click Segmentation in the top nav, to get to the audience builder.
Next select Tags under Your Data in the Taxonomy sidebar.
Select the tag you want to use to create an audience with and add the Tag to your Audience Definition.
Then click the Save button in the top right corner of the platform and give your Tag audience a name.
You now have a saved tag audience!
2. Activate a Tag Audience
Next, click the ellipsis icon and select Activate Audience.
On the activation configuration page, you'll be able to choose your activation partner and your destination.
Next, select your delivery's start and end dates.
Finally, select from the two delivery methods, Retargeting and Look-Alike Modeling (LAM), available.
- Select Retargeting when you want to deliver to people based on their past observed behaviors. Resonate will consider users who were served your tag in the past 30 days and will deliver them to your destination.
- Look-Alike Modeling is a better choice if you're looking to target people similar to your selected audience. This model considers the aggregate behavioral footprint of users that match your audience and ranks them in order of importance. If you select LAM, you have to define your match rate. The lower the rate is, the less different the LAM audience is going to be from your tag audience. Consequently, the lower the rate is, the smaller the audience size is going to be. 30% is the highest possible match rate for credible results. Setting the slider at 5% means we will set aside the highest 5% of closest matches. Setting the slider at 30% is less stringent, we will set aside the highest 30% of closest matches. Since the LAM pool is capped around 200 million devices as well as ranking varies from 1-30%, it means up to 60 million devices can be activated against.