Overview

Audience+ will now be powered by a CDP (Customer Data Platform) to generate the audiences you are able to target with paywalls. The benefit of being powered by a CDP include:

image (14).png

As described in step 2, the creation of a new Access criteria highlighting the selection of a DMP Audience Segment.
image (15).png

As described in step 3, the DMP audience selection interface featuring a search function.

Audience+ Content Targeting

Audience Name Definition
Light Readers Non-subscriber, not logged in user, who has had between 2-4 sessions in the last 30 days
Brand Lovers Non-subscriber who has had 5+ sessions in 30 days AND at least one of the following: registered user OR newsletter subscriber
Zombies Paid subscribers who have not logged in or visited for 60+ days
Subscriber Logged-in paid subscriber
Registered Users Logged in, non-subscriber

Content Targeting

Audience Name Definition Abbreviation Most Common Use Cases
Light Readers Non-subscriber, not logged in user, who has had between 2-4 sessions in the last 30 days light_reader Audience+
Brand Lovers Non-subscriber who has had 5+ sessions in 30 days AND at least one of the following: registered user OR newsletter subscriber brand_lovers Audience+
Zombies Paid subscribers who have not logged in or visited for 60+ days zombies Audience+
Subscriber Logged-in paid subscriber subscriber Audience+
Registered Users Logged in, non-subscriber registered_users Audience+
Wine and Beer Interest Visited an article in the last 60 days with one of the following keywords: Vintners, Breweries wine_beer_interest Advertising
College Sports Interest Visited an article in the last 60 days with one of the following keywords: NCAA, student athletes, division, college teams, recruiting, scholarships, march madness, bowl games, rivalries, alumni, academics, coaching college_sports_interest Advertising
Travel Interest Visited an article in the last 60 days with one of the following keywords: destinations, adventure, vacations, sightseeing, culture, hotels, air travel, cruises, tourist attractions, travel photography, local cuisine, outdoor activities, shopping, backpacking, roadtrips travel_interest Advertising
Sports Interest Visited an article in the last 60 days with one of the following keywords: teams, players, leagues, games, records, rankings, statistics, coaching, training, equipment, venues, fans, media coverage, fantasy sports sporst_interest Advertising
Real Estate Interest Visited an article in the last 60 days with one of the following keywords: homeownership, property investment, mortgage, home improvement, home design, land development, architecture, housing market, zoning laws, renting, leasing, property management, commercial real estate, landscaping, home staging real_estate_interest Advertising
Political Interest Visited an article in the last 60 days with one of the following keywords: government, elections, legislation, international relations, diplomacy, political parties, democracy, civil liberties, human rights, protest, activism, immigration, foreign policy, political science, economic policy political_interest Advertising
Health Conscious Interest Visited an article in the last 60 days with one of the following keywords: wellness, fitness, exercise, healthy habits, mental health, nutrition, stress management, sleep, yoga, meditation, holistic health, alternative medicine, biohacking, natural remedies, organic living health_conscious_interest Advertising
Food & Recipe Interest Visited an article in the last 60 days with one of the following keywords: cuisine, recipes, cooking, restaurants, dining, food trends, food safety, healthy eating, nutrition, farmers market, gourmet, barbeque, wine, organic food food_recipe_interest Advertising
Entertainment Interest Visited an article in the last 60 days with one of the following keywords: arts & entertainment, music, television, movie, media, celebrities, pop culture, gossip, sports, theater, video games, nightlife, fashion, style, red carpet entertainment_interest Advertising
Education Interest Visited an article in the last 60 days with one of the following keywords: education, school, learning, college, university, student, teacher, curriculum, degree, major, diploma, certificate, online learning education_interest Advertising
Business & Technology Interest Visited an article in the last 60 days with one of the following keywords: business, technology, innovation, entrepreneurship, start-up, venture capital, investment, digital transformation, artificial intelligence, digital marketing, fintech business_technology_interest Advertising
Automotive Interest Visited an article in the last 60 days with one of the following keywords: vehicles, automotive, car, truck, hatchback, suv, classic car, transmission, engine performance, collector vehicles, muscle cars, brand, model, production year automotive_interest Advertising
Automotive Intenders Visited an article in the last 60 days with one of the following keywords: fuel efficiency, drivetrain, auto warranty, mpg, miles, certified pre-owned, new cars, used cars, trade in options, car reviews, safety features, financing options, leasing options automotive_intenders Advertising
Agricultural - Animals Visited an article in the last 60 days with one of the following keywords: livestock, poultry, cattle, swine, sheep, goats, horses, aquaculture, beekeeping, animal welfare agricultural_animals Advertising
Agricultural - Crops Visited an article in the last 60 days with one of the following keywords: crop, crop production, crop farming, field crops, fruit crops, vegetable crops, grain crops, oilseed crops, cash crops, staple crops agriculture_crop Advertising
Last 7 days last_screenview_timestamp OR last_pageview_timestamp is greater 7 days last_7_days Content Targeting
Last 5 days last_screenview_timestamp OR last_pageview_timestamp is greater 5 days and less than 7 days last_5_days Content Targeting
Last 48 hours last_screenview_timestamp OR last_pageview_timestamp is greater than 48 hours and less than 120 hours last_48_hours Content Targeting
Last 36 hours last_screenview_timestamp OR last_pageview_timestamp is greater than 36 hours and less than 48 hours last_36_hours Content Targeting
Breaking Newsletter Subs Users who are subscribed to the Breaking newsletter or whose session started from email and utm contained Breaking breaking_news_subscribers Content Targeting
Daily Headlines Subs Users who are subscribed to the Daily Headlines newsletter or whose session started from email and utm contained Daily Headlines daily_headlines_subscribers Content Targeting
DMA List https://www.spstechnical.com/DMACodes.htm Content Targeting
Newsletter Subscriber Users who are subscribed to an email newsletter (or whose session started from email and utm contained email), non-subscriber, not logged in. newsletter_subscribers Advertising, Audience+ or Content Targeting
Retargeting Users who hit a wall and/or visited a purchase page in the last 30 days on web and app retargeting Audience+ Targeting
Gen Z Users who have a birthday between 12/31/1996 and 12/31/2012 gen_z Advertising, Paywall or Content Targeting
Gen X Users who have a birthday between 12/31/1969 and 12/31/1980 gen_x Advertising, Audience+ or Content Targeting
Baby Boomers Users who have a birthday before 12/31/1969 baby_boomers Advertising, Audience+ or Content Targeting
Millennials Users who have a birthday between 12/31/1980 and 12/31/1996 millennials Advertising, Audience+ or Content Targeting
Subscription Abandon Cart Users who started the purchase process but did not complete it subscription_abondoned_cart Audience+ Targeting
Freeloaders Users whose behavior suggests they are unlikely to subscribe. They hit the paywall 16+ times in the last 90 days and have not logged in freeloaders Audience+ and Advertising Targeting
Likely to Subscribe Users that have been predicted by machine learning that are likely to subscribe likely_to_subscribe Advertising, Audience+ or Content Targeting
Likely to Sign Up Users that have been predicted by machine learning that are likely to create a registered user account likely_to_signup Content Targeting
BLOX App User Users who have installed a BLOX app and have had 1 screenview in the last 60 days. blox_app_user Content Targeting
Unlikely to Subscribe Users who have been predicted by machine learning that are likely to not complete the 'Order Completed' event. unlikely_to_subscribe Audience_ Targeting
Likely to Churn Users who have been predicted by machine learning to NOT complete a 'Renewal' event. likely_to_churn Audience+ Targeting
Engaged Likely to Churn Users who have been predicted by machine learning to NOT complete a 'Renewal' event. and have had a pageview/screenview in the last 90 days. engaged_likely_to_churn Audience+ Targeting