Derived from an Attribution Report, a Responder Audience contains Mobile Ad IDs (MAIDs) that showed up to the destination location(s) specified in the original report. Click on the “action” menu from an attribution report in the library to create a Responder Audience.
Create an Attribution Report
Use the drop-down menu and select Create Responders Audience
Navigate audience and search by audience name
The average Responder Audience is typically too small to serve a meaningful amount of impressions against if used by itself/not in combination with other audiences. We recommend as best practice applying the audience extensions when publishing or activating a Responder Audience increase reach and scale. More information about how each extension will behave below:
Household – Family & housemates. Note, if the Household extension was used in the original audience, it will give you some of the same devices if you apply it to the responder audience – not a huge gain if your goal is new customer acquisition, but it is a good extension to apply for retargeting.
Social – Real world friends, family, and coworkers. Note, if you used the social extension in the original audience, you will get a subset of these same devices if also added to the responder audience. The value of applying this to a responder audience is that there is a more direct influence with these social connections from known responders.
Lookalike – Consumers with similar behavior & demographics. Note, our lookalike extension works off of a seed audience. Therefore, building a lookalike audience from responders will give you a different result that lookalikes run against the original audience. This should return a more highly targeted audience that may include some devices that were in the original audience extension, and some that were not in the original audience extension. This can be useful for increasing your scale of likely customers mid-campaign.