Resonate Cortex Update: Dynamic Segmentation

Release Date: August 25, 2026 

Your audience is not one person. Dynamic segmentation reveals the distinct groups inside any Cortex audience, so you can stop messaging to an average and start speaking to the real people you are trying to reach.

An audience is rarely homogeneous. Not everyone in-market for a new vehicle is the same: some are practical commuters, some are first-time buyers, some are outdoor adventurers. Messaging that treats them as one group wastes spend and weakens how effective the creative is. Until now, uncovering those differences meant hands-on work, painstakingly reviewing different breaks of audiences and hoping you thought of every angle. Dynamic segmentation does it automatically, in a single action, and makes every persona ready to activate.

What dynamic segmentation does

With one request, Cortex analyzes your specific starting audience and breaks it into a set of distinct, non-overlapping personas using the full depth of Resonate's consumer intelligence. The number of personas, typically four to seven, is set by what the data reveals about your audience rather than by a fixed template. Because the analysis runs against your actual audience rather than a pre-built definition, the personas reflect what truly sets the people inside it apart. Clustering is also informed by insights specific to your campaign's industry, so the personas surface the differences that matter most for your category. 

It works with any audience in Cortex, regardless of how it was built: imported CRM data, website or media tags, or Resonate predicted data. You can also bring audiences from Ignite into Cortex and segment them there.

Using our new dynamic clustering processes, personas exist as new audience segments that are defined based on their unique behavioral traits and exist outside of our historic Boolean logic definitions. Think of them as the best Ids clustered together based on mutually shared traits that you can then analyze for messaging strategy and activate. Each persona comes with a complete audience profile, the same rich view introduced with Audience Profile, so you understand who the group is, what drives them, and how to reach them before you activate. Every persona profile includes strategic alignment, demographics, values and motivations, messaging strategy, and media consumption. Brand and agency personas also surface purchase intent and in-market signals, and political and advocacy personas surface political drivers.

Persona names are system-generated and fully editable, so you can rename any segment to fit your campaign. Each persona activates directly to any DSP or social platform without leaving Cortex. Instead of activating generic messaging to a broad starting audience, you can personalize strategy and creative for each persona, driving more effective targeting and stronger return on ad spend.

Who it is for

Dynamic segmentation is valuable across every Cortex client type. Brands and agencies get persona-level targeting with creative direction built in, replacing days of analyst work with a self-serve workflow that takes minutes. Political and advocacy teams can separate persuadables, mobilizers, and low-propensity voters automatically, targeting each group with the right message at the moments that matter.

Pricing and access

Dynamic segmentation is included in all Cortex subscriptions at no additional cost. Log in with your existing Resonate credentials to access it. Questions? Contact us at resonatesupport@resonate.com.