Particular Audience adds CDP audience targeting to search and merchandising platform
· 2h ago · Originally reported by ADWEEK
Particular Audience, which provides organic search and product merchandising technology for retailers, has introduced customer data platform (CDP) audience targeting capabilities to its platform. The addition lets retailers activate their first-party customer segments within on-site search and merchandising experiences.
Why it matters
Blending CDP segments with on-site search lets retailers personalize product results using their own customer data, an increasingly important lever as third-party targeting declines.
Explain it like I’m new here
It's like a store clerk who recognizes you at the door and rearranges the shelves to show things you're most likely to want.
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
CDP (customer data platform)
A CDP (customer data platform) is software that collects a company's first-party customer data from many sources, unifies it into individual profiles and makes those profiles available to marketing tools.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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