What are Real-time segments?
Real-time segments allow you to immediately add users to a segment once segment rules are met and then target those users on the next page view. For example, you can deliver an ad on the next page view after users perform a search.
Real-time segments are calculated at the browser level so only on-site targeting is supported. Historical activity data is not used in Real-time segments.
How do Real-time segments work?
Real-time segments allow a browser user to qualify for the segment and become immediately targetable; the segment ID is written to the browser's localStorage and available for targeting on the very next pageview.
Users will remain in the Real-time segment for 72 hours without having to repeat the action that qualified them for the segment. A user must have a KUID already assigned in order for the user to qualify for a segment.
How do users qualify for a Real-time segment?
Only users that qualified in the past 72 hours are counted for the segment population.
- Day 1: Real-time segment sees 10 new users. Population in the UI the next day = 10
- Day 2: Real-time segment sees 5 new users. Population in the UI the next day = 15
- Day 3: Real-time segment sees 5 new users. Population in the UI the next day = 20
- Day 4: Real-time segment sees 5 new users. Population in the UI the next day = 15 (10 from Day 1 removed, 5 from Day 4 added)
How often are Real-time segment populations refreshed?
Real-time segment populations are computed daily from the data that Salesforce DMP receives from pixel.gif.
The Control Tag identifies users who fall into a Real-time segment. That information is then pushed to pixel.gif and the population will update in the UI the following day. Therefore, the UI will always show yesterday's population.
What are the targeting requirements for Real-time segments?
- The segment automatically enabled for Onsite activation
- For O&O, the Salesforce DMP O&O snippet must be implemented on the page with key value set up. This is the piece of code that drops the segment and User ID values in local storage. Please reference the Implementation User Guide for more information.
- For off-site activation, you must have a real-time offsite activation partner enabled (e.g. Google DBM, Google Adwords, The Trade Desk)
Note: Real-time segments are only available for onsite (O&O) targeting and activation partners that are participating in real-time activation.
Are there any rule limitations associated with Real-time segments?
For a user to qualify for a Real-time segment, all the rules for the segment must be true in a single session. Real-time segments are computed as a whole segment and not at the rule level, so you will not see populations for the individual segment rules. To see populations for the underlying rules of a Real-time segment, create a Standard segment with the same rules as your Real-time segment.
Segment rules that can be used within a Real-time segment:
- Page attributes (without frequency or recency)
- User attributes
- AND / OR operators
- Standard segments (users must qualify for the standard segment first)
- Users of the Safari browser which blocks 3rd party cookies
Segment rules that CANNOT be used:
- 3rd party rules
- Imported data
- Technographic and geographic rules (recommended to target in ad server)
- AND NOT operator
Can Real-time segments be pushed to mobile apps?
No, Real-time segments cannot be returned to mobile apps.
Can standard segments be used in Real-time segments?
Technically, this can be done, however the use case for this is rare.
The primary purpose of a Real-time segment is to target immediately. For instance, if a user visits a checkout page and then abandons the shopping cart, you can serve an ad on the next page view to try to get the user to return and complete the purchase. Collecting users 30 days in advance with a standard segment and then applying those users to a Real-time segment disregards this “immediate targeting” use case.
Can Real-time segments be pushed outside of onsite partners?
Yes, real-time segments may be sent to activation partners that are real-time capable.
When a real-time segment is enabled for an approved partner, will the user will be targeted on next offsite page view, or is there a delay between data push, matching and activation?
Real time segment activation is not guaranteed on next offsite page view. Segments are sent to partners within a matter of hours, however the DMP cannot control the user being targeted in their next offsite view, as this is under control of the DSP.
Can a real-time segment have the same name as a standard segment?
No, a real-time segment cannot have the same name as a standard segment.