Microsoft Curate - Modeled audiences

Modeled Audiences is a new feature available for Microsoft Curate that allows curators to take their first-party segments and expand them to similar users for targeting. Modeled Audiences uses Microsoft first-party data and advanced machine learning techniques to create new audience segments with similar characteristics and behaviors as users in your first-party segments.

Set up a modeled audience

• In the Microsoft Curate user interface, select the curated deal line item.
• Ensure at least one geolocation is selected under the Geography targeting option.
• Select the Edit option, and then select the Segments targeting option.
• A Segment Targeting dialog is displayed.
• Select Create Modeled Audience.
• Select a Seed Segment from the drop-down menu.

Note

• Only eligible seed segments (first-party segments with over 7,000 daily active users) are displayed in the drop-down menu.
• If your seed segment meets these criteria but does not appear in the drop-down menu, the system might lack sufficient data for modeling. To ensure eligibility, it is recommended to run your seed segment on a curated deal for at least seven days.

• Select one of the Segment Reach options for the modeled segment:
  • More Precise: Includes approximately the top one-third (1/3) of the users in the modeled segment.
  • Balanced: Includes approximately the top two-thirds (2/3) of the users in the modeled segment.
  • More Reach: Includes all the users in the modeled segment.
  • Max Reach: Leverages Microsoft first-party data and large language models (LLMs) to identify relevant URLs, apps, and contextual environments that align with the seed segment’s characteristics. This approach includes all users in the modeled segment plus additional users reached through contextual expansion.
• Select Save Modeled Segment to save your modeled segment. The newly generated segment model will be available within the next 48-72 hours, along with its estimated size.

Note

• A modeled audience can only be created and edited in the curated deal line item view.
• The curated deal line item must be inclusively targeting at least one geolocation for modeled segments to be processed.
• Modeled Audiences are not supported for Data Marketplace or third-party segments. The seed segment must be a first-party segment.
• Only one segment can be used as the seed for a modeled audience.
• The start date of the curated deal line items is used to determine when to start modeling.
• Seed segments must be composed of Xandr user IDs or MAIDs. Segments targeting URLs or IPs are not currently supported.