Targeting levels

Match Booster supports targeting at the person level and household level. Targeting levels are set per sync and determine how Match Booster groups matched identifiers.

Overview

Person-level matching is the default targeting level. Household-level targeting must be enabled in the model's Match Booster configuration (via Household Expansion) before it can be applied to a sync.

Targeting levels cannot be changed after the sync is enabled. If you want to change the targeting level for an audience, create a new sync with the same configuration and set the targeting level before activating it.

Person-level matching

Person-level matching links your customer and device records to a single individual. Each record maps to one person in the identity graph.

Match Booster finds deterministic linkages between your first-party identifiers and people in its third-party identity graph. When matching to devices, Match Booster can isolate the most likely user of a device or broaden the scope by including shared devices in the match criteria (for example, a shared iPad or tablet).

Household-level matching

Household-level matching uses Household Expansion to match a single record to a residential address in the identity graph and then expands targeting to reach all of the people and devices in that household.

Household Expansion is especially effective for brands and media networks whose products are purchased or used by an entire household:

• Retail marketing and retail media networks — Loyalty memberships are often shared across family members. Household Expansion helps target, suppress, and monetize the entire household based on past purchase behavior.
• Streaming TV — Household members typically share a single streaming login. Household Expansion targets every member of the household for more effective audience matching and suppression.
• Automotive — Vehicle purchases are often family decisions. Household Expansion targets all members of the household based on purchase behavior.
• Telecom and utilities — Services like phone, internet, and HVAC are sold at the household level. Household Expansion matches a single customer record to the entire household for more effective suppression and targeting.