Resonate Engaged Audiences Data FAQs

What are Engaged Audiences?

Engaged Audiences help our customers gain a quick, real-time understanding of who is reading and engaging with their business topics and keywords online. They can use this data to understand these consumers with our 15K+ Resonate Elements to develop more relevant content and messaging and activate at scale.

Resonate provides access to two classes of Engaged Audiences data as follows:

• Standard Engaged Audiences: Resonate observes 30,000 topics through our behavioral data stream – data comprised of online behaviors – that helps inform our predictive models. We provide 1,000+ Standard Engaged Audiences in the Ignite Platform.  These are topics that people are consuming online, curated using our Natural Language Processing (NLP) engine.
• Custom Engaged Audiences: Build your own audiences in Resonate Cortex. Describe the audience in plain language, and Cortex finds the people engaging with related topics right now. Learn more: What are self-serve Custom Engaged Audiences in Cortex?

How did we pick the Standard Engaged Audiences? 

We hand-picked hundreds of topics from our larger list of 30,000 and leveraged the Interactive Advertising Bureau (IAB) taxonomy to curate our Standard Engaged Audiences in the platform. 

How Does It Work?

• Standard Engaged Audiences span various categories, are refreshed weekly, and includes the past 31 days of browsing behavior. There is no set defined list of keywords for this data set because it is constantly updating based on our NLP algorithm.
• Custom Engaged Audiences are built by you in Resonate Cortex. Describe your audience, refine the topics Cortex suggests, and choose a lookback window of 7, 14, 30, 60, or 90 days. Resonate refreshes your Custom Engaged Audience nightly. The lookback period you select at creation (7, 14, 30, 60, or 90 days) sets the audience size you see in Cortex. As your audience ages, its size and chart roll forward to show the most recent days within that lookback. When you activate your audience, Resonate refreshes your activated audience weekly. Our team can still build Custom Engaged Audiences for you. Contact your customer success team.

Can you activate with Engaged Audience Data? Yes, you can activate on an ongoing basis with the standard Engaged Audiences. Custom Engaged Audiences built in Cortex activate anywhere you activate today: any DSP or social platform, through the standard Cortex activation flow.

Can you add Resonate Elements to Engaged Audience data? Yes, see more info here: Supported Data Combinations for Audience Building

If a Engaged Audience isn’t refreshed, how long are the insights reliable? Insights are available in the platform for 2 years. Reliability will depend on the Engaged Audience itself. For example, if the segment is intent specific, the data will want to be refreshed more often. If the segment is more specific to an interest in a particular topic, the data does not have to be refreshed as often.

Engaged Audience Limitations & Things to Keep in Mind:

• Resonate’s curated reports: You cannot view the site affinity, category affinity, or trend reports with Engaged Audience Data, see Engaged Audience Data as insights, or include Engaged Audience Data in a compatible audience for use in the Audience Crosstab. 
• Engaged Audience Data is Directional - For example, looking at a group of people consuming articles about smoking does not guarantee that this group of individuals consists only of smokers. The case may be that individuals in the audience are consuming articles about how to stop smoking so they can help their loved one quit.
• Engaged Audience Data is Not Market Size Data -Similarly, audience metrics for Engaged Audience Data should not be used as a market sizing tool. The number of people who are reading about smoking doesn't equal the number of people that smoke. Instead, search our Resonate Elements for market size data.
• Engaged Audience Data is Not Sentiment - There is also no way to decipher if the articles consumed are negative or positive towards smokers, so this data should not be used to infer sentiment. For example, this audience may consist of individuals who are researching the harmful effects of smoking.
• Engaged Audience Data is Not Trending Topics - Unlike X (fka Twitter) trending topics, our Standard Engaged Audience topics are static. To reach people engaging with a recent topic, build a Custom Engaged Audience in Cortex and see how engagement trends across your lookback window.
• Engaged Audience Data audience building limitations – Engaged Audience data cannot be combined with limited attributes

For common questions about self-serve Custom Engaged Audiences, see What are self-serve Custom Engaged Audiences in Cortex?