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This document outlines the known demographic and psychographic attributes of all exact matches on uploaded data to the Identity Management Platform. This summary of known attributes against matched identities is referred to as the Audience Insights report. You can see total number of exact matches by viewing Total Audience figure. 



Gender
  • Male
  • Female
  • Self-declared and 3rd party validated
Age
  • < 25
  • 25-34
  • 35-44
  • 45-54
  • 55-65
  • 65+
  • Self-declared and 3rd party validated
Ethnicity
  • White
  • Black
  • Hispanic
  • Asian
  • Native American
  • Pacific Islander
  • Middle Eastern
  • East Indian
  • Other
  • Self-declared and 3rd party validated
Location by Country
  • Eight most common countries where matched identities live
  • All other countries grouped into "Other"
  • Self-declared and 3rd party validated
Top Regions
  • Ten most common states or countries where matched identities live
  • Self-declared and 3rd party validated
Mobile & Tablet Operating Systems
  • Android
  • iOS
  • Windows
  • Other
  • Based on the mobile and tablet devices mapped to a consumer's identity profile within Viant's Identity Management Platform
Desktop Operating Systems
  • Windows
  • OSX
  • Linux
  • Other
  • Based on desktop devices mapped to a consumer's identity profile within Viant's Identity Management Platform

Creating a Segment Tutorial Video

For additional tutorial videos, click here .




AUDIENCE BUILDER TOP ATTRIBUTES

Audience builder top attributes enable marketers to better understand their target audience. In real-time, after uploading a source or creating an audience in audience builder, data attributes that are deterministically matched to those specific Viant's registered users are displayed within the Viant Identity Management Platform UI. The attributes displayed are based on data providers that Viant has direct match integrations with and are also enabled within audience builder, such as Experian, Neustar, and Nielsen Catalina Solutions (NCS).

These insights can be used to:

  • Define media plans
  • Acquire new customers by targeting purchase patterns affiliated with an audience
  • Provide deep insights on existing customers or target audiences

Audience builder top attributes, unlocks the below information about a selected audience:

  • Where they shop
  • What they buy
  • Where they dine
  • What they drive
  • What they read
  • What they watch
  • What devices they own
  • Significant life events
  • Political views

The insights can be sorted by "top" or "bottom" indexes. The indexes are calculated by looking at a single attribute's likelihood to be matched to an audience target as compared to all attributes included within a partner's data library. An index of 100 is average; indexes over 100 have above average performance.

For information on Viant onboarding, please  read more here.