Reaching your audience beyond your own site
Use the audience relationship you have built to shape a campaign beyond your pages. LeadScale can assess the records, preparation and connection needed, using its Engine to support a configured audience-delivery route.
Audience extension uses an existing audience relationship to inform targeting beyond a publisher's own site. The LeadScale Engine™ has delivered selected client data to LinkedIn for targeting and retargeting on an enterprise programme. For a publisher, the starting point is to assess the audience, intended use and destination together.
Start with the audience the campaign needs
A specialist publisher may have registrations from readers interested in a particular subject. An advertiser wants to reach that audience elsewhere. Translate that idea into a selection of relevant records, an assessed use and a destination that can receive them.
- Define the audience. Identify the records relevant to the campaign and inspect their source and collection evidence.
- Prepare the data. Agree contact checks, duplicate controls and any supported enrichment required.
- Assess the connection. Confirm how the destination accepts the data and which targeting use the route supports.
- Specify measurement needs. If later outcomes need to return, define the event and the separate feedback connection.
Scope the audience offer and its feedback
Describe to the advertiser which audience records would support the campaign, how they are selected and the destination involved. That gives both parties something specific to assess before planning delivery.
Then decide what result the programme needs to use. Audience delivery supplies selected records for targeting; feedback can return later information such as qualification, an opportunity or a sale.
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes. The event and the receiving system's requirements determine the return route.
An enterprise connection to LinkedIn
On one enterprise programme, the Engine used LinkedIn's audience API to send selected client data back into the platform for targeting and retargeting. The advertising-audiences section describes the delivery route.
Review the audience use alongside the data
Establish the campaign purpose, destination and available collection evidence. The Engine's source and consent audit trail can support that examination. Your reviewers assess the intended advertising use.
Questions about extending an audience
How much of the database would be involved?
The campaign requirement determines the selection. Agree the relevant records, destination and permitted use as part of the arrangement.
Can an audience go to several destinations?
Assess each connection and the targeting functions required. Include refresh, removal, suppression or lookalike requirements explicitly where the proposed programme needs them.
What if the records need more information first?
Identify the fields required by the campaign and destination. The held-data page explains how counting, validation and enrichment support that assessment.
Which audience do you want to take beyond your site?
Bring the campaign purpose, proposed destination and records you want to use. We'll assess the preparation and connection requirements.