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Extending the lifetime of Interest Groups from 30 to 90 days #855
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+1, this seems popular use case - some advertisers want to reach users who were on their page 2 - 3 months ago |
NextRoll would also be strongly in favor of this. |
Thank you very much Andrew, we really appreciate the data! One question, though. I see you're measuring the time elapsed between the segmentation event and the bid. That's not quite a match for what is possible in Protected Audience, because an IG's TTL can be extended by re-joining any time the user comes back — where the user can be recognized via a first-party cookie. Is there any possibility that you have enough logged data to instead look at how long the bid was after the most recent user visit to the site where the Join originally happened? But of course I understand that you might not be in a position to run that analysis. |
The data above may represent what you're looking for. When a user revisits a site and gets refreshed in a segment, we update the timestamp for the segment, so these data at least represent the most recent time for the segmentation event. We also collect overall recency, which is how recently they've been to the site regardless of what segments may be refreshed. I'm double-checking with the analyst to see which metric is represented here. As a side note, I wouldn't expect this graph to change much if it's the former and not the latter. |
Outstanding, thanks again! |
+1, we made the same request here: #337 |
Totally agree with this. We (Taboola) have quite a few audiences with longer than 30 days |
Hi there! For those who don’t know me, I’m Jeremy, a PM on Protected Audience API. We have heard feedback from multiple adtechs on increasing interest group lifespan, and understand that it can significantly improve the utility of the ecosystem, especially adtechs who have products with longer purchase lifecycles. Therefore, we decided to modify the maximum interest group lifespan from 30 days to 90 days. After this change, the field In addition, there will be a couple related changes:
We are still working on this, and don’t have a concrete timeline yet. We will update this group when we have it. Please let me know if you have any feedback and comments. Thanks a lot! |
Request:
We propose extending the lifetime of Interest Groups from 30 to 90 days.
Background:
Currently, the maximum duration of an Interest Group is limited to 30 days after the last site visit. This constraint presents various challenges in addressing advertiser requirements on our platform, particularly concerning the critical marketing use case of re-engaging users more than 30 days after their last visit.
Rationale:
Re-engaging users beyond the 30-day window is a prevalent marketing use case that significantly contributes to revenue generation for online advertisers.
Advertisers frequently employ strategies targeting both "full funnel" customers (those who visited the website without recency restrictions) and dedicate specific budgets to re-engage lapsed customers (those with a recency exceeding 30 days). These strategies aim to enhance customer retention, reduce churn, and maximize customer lifetime value. The advertising spending associated with these strategies is substantial and the 30-day limit on Interest Groups can disrupt these efforts.
Proposed Solution:
In light of the above, we propose extending the lifetime of users within an Interest Group from 30 to 90 days. We do not anticipate any apparent privacy constraints, and the enhancements in utility are substantial. This modification would enable a important use case for advertisers while upholding the privacy standards of Protected Audiences and mitigating disruption to the web ecosystem.
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