Note:Audience Boost is enabled per Destination. Its availability depends on the data acceptance policy of the specific Destination/Platform. For any inquiries regarding this option, contact your Zeotap POC.
Audience Creation: States and Behaviour
Depending on your configuration, Zeotap creates audiences in your connected Destination (for example, Meta or Google) according to the following states.State A — Audience Boost Disabled
When Audience Boost is not enabled, a single audience is created in the Destination containing only your 1P seed data.| Audience in Destination | Contains |
|---|---|
{audience_name} | 1P seed data only |
State B — Audience Boost Enabled (Default)
When Audience Boost is enabled, Zeotap automatically creates two audiences in the Destination to allow side-by-side benchmarking.
| Audience in Destination | Contains |
|---|---|
{audience_name} | 1P seed data + Audience Boost enriched data |
do-not-use-{audience_name} | 1P seed data only (benchmark reference) |
do-not-use-{audience_name} audience exists purely as a benchmark baseline — it should not be used for targeting. Both audiences are visible in the Zeotap platform.
The reach numbers returned from the ad platform for both audiences are surfaced in the Audience Insights screen, where you can see the percentage uplift in addressable users delivered by Audience Boost.
State C — Boosted Audience Only
If you want to send only the Audience Boost enriched audience (and skip the seed-only benchmark), enable the Do not create/refresh seed audience option. In this state, only the boosted audience is created and refreshed.
| Audience in Destination | Contains |
|---|---|
{audience_name} | 1P seed data + Audience Boost enriched data |
Audiences in the Destination Platform
Measuring Incremental Reach
When Audience Boost is enabled (State B), the Zeotap Audience Insights screen displays the following metrics side by side:- User Count — the number of users in your seed audience.
- Output Identifiers — the number of identifiers Zeotap sends to the Destination.
- Destination Audience Size — the estimated reach reported back from the ad platform.
{audience_name}), these metrics include an uplift indicator (for example, 50%↑) showing the incremental increase compared to the seed-only baseline — giving you a clear view of the value Audience Boost adds.
Additional Enrichment Options
Two independent enrichment features can be enabled alongside Audience Boost. Their effect on audience composition depends on which state you are in. To learn more about these extensions and how to enable them, refer here.1P Lookalike Extension (1P LAL)
Expands your audience using lookalike modelling based entirely on your own 1P customer data. Users who are similar in behaviour and attributes to your existing seed customers are included in the upload. How it behaves across states: In State B, 1P LAL data is applied to both audiences:| Audience | Contains |
|---|---|
{audience_name} | Seed + 1P LAL + Audience Boost enrichment |
do-not-use-{audience_name} | Seed + 1P LAL |
{audience_name} only.
3P Lookalike Extension (3P LAL)
Expands your audience using lookalike modelling based on Zeotap’s third-party identity graph. This draws on a broader set of signals independent of your own 1P data. How it behaves across states: In State B, 3P LAL data is applied only to{audience_name} — it is not added to do-not-use-{audience_name}:
| Audience | Contains |
|---|---|
{audience_name} | Seed + Audience Boost enrichment + 3P LAL |
do-not-use-{audience_name} | Seed only |
{audience_name} only.
Note:3P Lookalike Extension is being deprecated. We recommend migrating to Audience Boost for long-term enrichment.
Summary
| Configuration | Audiences in Zeotap | Audiences in Destination | Active Data Sent To |
|---|---|---|---|
| Audience Boost OFF (State A) | 1 | Up to 2* | {audience_name} |
| Audience Boost ON (State B) | 2 | Up to 2 | {audience_name} (boosted) + do-not-use-{audience_name} (seed) |
| Boosted Only (State C) | 1 | Up to 2* | {audience_name} (boosted) |
FAQs
Can I use the do-not-use audience for targeting?
Can I use the do-not-use audience for targeting?
No. This audience is a benchmark reference only. It is not enriched and should not be activated for campaigns.
Will enabling Audience Boost change my existing audience name?
Will enabling Audience Boost change my existing audience name?
No. The primary audience always keeps the name
{audience_name}. A new benchmark audience with the do-not-use- prefix is created alongside it.What happens if I switch from State B to State C?
What happens if I switch from State B to State C?
Zeotap stops refreshing the
do-not-use-{audience_name} audience, but it will remain in your Destination account. Only {audience_name} continues to receive updates.Where can I see the enrichment uplift?
Where can I see the enrichment uplift?
In the Zeotap platform, navigate to Insights → Activation Metric. The boosted audience card shows uplift percentages for both Zeotap output identifiers and estimated audience size in the Destination.
Related Topics
- To learn about Zeotap’s other audience extensions (ID Extension and Lookalike Extension), refer here.
- To measure reach and uplift for your audiences, refer to Audience Insights.
- To link an Audience to a Destination, refer here.
- To configure Audience Boost on Google Customer Match, refer here.