Matched audiences are made up of users from your first-party data such as Customer Relationship Management (CRM) data for specialty campaigns, NPI lists for Healthcare campaigns, or past voters for Political campaigns, for example.

You’ll add your customer lists to the Matched audience. While the audience is generating, it recognizes consumers across channels and devices through IQM’s privacy-compliant Identity Graph, which unifies offline and online identifiers to a single profile. Targeting this segment allows you to reach these offline users through digital channels.

Review this article for more details and requirements, and refer to Create or manage a Matched audience to upload a file for audience matching.

Matched audiences help ensure maximum unique reach to the healthcare professionals who move the needle for your healthcare brand.

HCP Matched audiences deliver industry-leading NPI match rates to reach your campaign’s most relevant healthcare professionals. We directly ingest NPI numbers from leading industry sources, which power our identity graph with over 80% coverage of the HCP universe and result in maximum unique campaign reach. Refer to Create an HCP Matched audience (Healthcare) to upload your NPI list for audience matching.

When you create a Matched audience from a list of Voter IDs or Voter emails, phone numbers, or addresses; you supercharge your political campaigns based on known user details. Target the right audience with personalized messaging both inside and outside of election cycles to stay top-of-mind for voters. Refer to Create a Voter ID Matched audience (Political) to upload your voter list for audience matching.

All advertisers are eligible to create and target Matched audiences. The types of Matched audience segments you can create, however, depend on the brand’s vertical. For example, only Healthcare advertisers are eligible to upload a file for NPI matching, and only Political advertisers are eligible to upload a voter file for audience matching.

The following conditions must also be met before an advertiser or campaign becomes eligible for Matched audience targeting:

*Advertiser vertical: Specialty advertisers are eligible to create and target Matched audiences that include only non-Healthcare and non-Political data. Healthcare advertisers may be eligible to create and target Matched audiences that include Specialty and/or NPI data. Political advertisers may be eligible to create and target Matched audiences that include Specialty and/or voter audience data.

**Audience type: Campaigns typically support targeting multiple audience types. A campaign targeting an NPI-based audience, however, must only include one or more NPI-based audiences. For example, a campaign can’t target an HCP Matched audience if it’s already targeting a Retargeted audience consisting of your website's past visitors.

The Audience Insights report surfaces insights about users that you add to a Matched audience. It includes data such as audience characteristics, interests, and behaviors. The report also includes a National Average and Audience Value for each metric. The delta between these values measures how much of the audience deviates from the average population in terms of demographic, geographic, interest, and more. You can use this data to identify areas where the audience is unique, and tailor your marketing strategies and creatives accordingly.

Generate and apply these insights at no charge to gain a holistic and in-depth view of user attributes and craft highly targeted and personalized campaigns.

Refer to these resources to learn more about generating Audience Insights for your Matched audiences:

You can review a Matched audience’s status on the Matched Audience page of the Audiences app. Refer to Review a Matched audience for more information on how to access this page.

When a Matched audience reaches a Ready status, it includes three metrics: Records, Match Rate, and Reach.

Records are the total number of line items—individual IDs or addresses, for example—across all of the source files that you uploaded when you created the Matched audiences. In other words, Records represent the number of those files’ rows.

The audience’s Match Rate represents the percentage of users whose digital identities we were able to correlate to the identifiers that you included in your source file(s). The average match rate on the IQM platform is 80%.

In campaign reporting, Reach represents the number of unique individuals who were exposed to your ad. In Matched audiences, however, this metric represents the total targetable audience (unique users) that you can potentially reach by targeting that particular audience. Note that the actual addressable audience will become smaller as you apply additional targeting rules and other settings to your campaign.

When you multiply the Matched audience’s total number of Records by its Match Rate, you’re left with the audience’s Reach. For example, if your audience achieves a 99.7% Match Rate and includes 1,000 Records, then the audience’s Reach is 997.

A National Provider Identifier (NPI) is a 10-digit numeric identifier. It’s a component of the Health Insurance Portability and Accountability Act (HIPAA) that serves as a unique identification number for covered healthcare providers.

When you create a Matched audience from an NPI list, you correlate these providers with their respective digital identities while upholding stringent data privacy regulations. This process enables you to effectively deliver healthcare-related ads that reach the appropriate medical professionals.

Advertisers who’d like to leverage NPI lists for audience matching should Create an HCP Matched audience.

IQM’s identity graph is fully privacy compliant. IQM doesn’t track any device or cookie with “Do not track” settings enabled, and follows all CCPA and GDPR guidelines. When you create an ABM audience, create a Matched audience with first-party data, or enable other audience-targeting features, you also agree to comply with applicable data laws and regulations including but not limited to GDPR, CCPA, and HIPAA.

IQM takes the following measures to provide a secure and compliant audience-matching solution (NPI matching, Voter matching, and other first-party data matching) that not only benefits our customers but also respects the privacy rights of individuals: