Audience Builder

Audiences specified by a boolean query matching data in your identity graph

Query audiences enable you to segment your identity graph into highly targetable groups, using expressions that draw upon a variety of data points such as memberships in other audiences, matches to trait values, and associations with sources.

This segmentation is critical for deploying precise marketing strategies and data collaborations across a multitude of platforms, including Optable clean rooms, DSPs and storage solutions, as well as for real-time targeting through Optable SDKs.

Getting Started

Once data is loaded into your DCN, you can build audiences using query expressions to select identity clusters based on advanced criteria, such as data source association and trait values.

For example, one could define a query audience that semantically represents identity clusters that are members of audience #8 and include data from source #2.

Expressions can reference the following entities, also known as literals:

Type	Description
source	Selects clusters that contain data from a given source
trait	Selects clusters that contain cluster traits key and values based on selected operators
match	Selects clusters that are members of a given match operation
prospecting	Selects clusters that are members of a given prospecting model result
id types	Selects clusters that contain at least one of the selected identifier types
event	Selects clusters that contain event types and properties filtered using recency and frequency of a given event type. (occurring X times within the past Y days)
audience	Selects clusters that are members of the specified audience

Expressions combine literals (and sub-expressions) with the following boolean operators:

Operator	Description
and	Combines sub-expressions with the boolean "and", also known as logical conjunction
or	Combines sub-expressions with the boolean "or", also known as logical disjunction
not	Negates an expression with the boolean "not", also known as logical negation

Operators for trait keys / event properties / prospecting cleanrooms:

Operator	Description
exists	Checks if a field is present in the data
equal	Matches an exact value
not equal	Excludes a specific value
equal (case insensitive)	Case-insensitive exact match (previously known as ci equal)
contains	Checks if a field contains a specific substring
element contains	Checks if any element in a list contains a specific substring
contains (case insensitive)	Case-insensitive substring match (previously known as ci contains)
regex	Matches values using a regular expression
in	Matches any of the selected values
less than	Matches values less than the specified int or float
less than or equal	Matches values less than or equal to the specified int or float
greater than	Matches values greater than the specified int or float
greater than or equal	Matches values greater than or equal to the int or float

An example of an audience query.

Note that query audiences can reference a maximum of 32 literals. This limits the depth and number of nodes in the query and ensures reasonable execution time.

Creating a Query Audience Using the CLI

To create a query audience using the CLI, you need a name and a query expression. You can create by using the audience create sub-command.

Audience Query Language

The expression is an S-expression. The supported operands are:

Operand	Description
or	specifies a logical OR between sub-expressions
and	specifies a logical AND between sub-expressions
audience	is followed by one argument, the integer ID of a matched audience, and specifies membership to a matched audience
source	is followed by one argument, the integer ID of a source, and specifies a match on a source tag
trait-eq	is followed by two arguments, a string key and a string value, and specifies an equality match on a trait key value associated with identity clusters.
trait-ne	is followed by two arguments, a string key and a string value, and specifies an inequality match on a trait key value associated with identity clusters.
trait-contains	is followed by two arguments, a string key and a string value, and specifies a case-sensitive substring match on a trait key value associated with identity clusters.
trait-ci-contains	is followed by two arguments, a string key and a string value, and specifies a case-insensitive substring match on a trait key value associated with identity clusters.
trait-regex	is followed by two arguments, a string key and a regular expression, and specifies a regular expression match on a trait key value associated with identity clusters.
trait-gt	is followed by two arguments, a string key and a string value, and specifies a greater-than match on a trait key value associated with identity clusters.
trait-gte	is followed by two arguments, a string key and a string value, and specifies a greater-than-or-equal match on a trait key value associated with identity clusters.
trait-lt	is followed by two arguments, a string key and a string value, and specifies a less-than match on a trait key value associated with identity clusters.
trait-lte	is followed by two arguments, a string key and a string value, and specifies a less-than-or-equal match on a trait key value associated with identity clusters.

Note that only a subset of expressions can be rendered in the DCN's query audience editor UI. If the expression of a query audience created with the CLI does not match what the audience editor UI expects, the a read-only JSON representation of the expression will be shown in the UI.

The audience query expression is also parsed into a JSON representation which is returned by the audience API and when running optable-cli audience get or optable-cli audience list CLI commands.