Criteria or “DMP segments” are segmentation criteria which will enable you to build new AB Tasty audience segments, either by mixing and matching them with other available criteria, or by using them as is.
This means you can recreate your library of DMP segments in AB Tasty and activate them during personalization campaigns.
If you AB Tasty account is connected to your DMP, AB Tasty will provide you with all the audience segments created on the DMP side.
Depending on the DMP used, all your “DMP segments” will be available in a drop-down list.
You can include or exclude one or more “DMP segments” and use the AND or OR operators to create a suitable audience segment.
It can be very useful to target certain segments of your DMP when creating on-site personalization campaigns.
This could help you identify a segment of in-store buyers who later created an online account, for example. You could send them a message to promote your Click & Collect services and encourage them to plan their next trip to their local store.