Introduction: Digital Audiences

Overview

Digital Audiences by DemandScience combine account-based and persona-based targeting across all major digital channels. By connecting verified company and contact data to digital identifiers, you can activate a single, unified audience across display, social, audio, CTV, and more—eliminating media waste and improving campaign efficiency.

This article explains what Digital Audiences are, how they work, and how to get started. 

Key Concepts and Components

🎯 Unified Audience Activation

Activate one audience across hundreds of channels and platforms:

• Demand generation

• Events

• Programmatic display

• Video, audio, connected TV

• Social platforms (e.g., LinkedIn, Facebook)

No rebuilding or re-scoping needed—just build once, activate everywhere.

🔍 Full Transparency

You maintain control of execution:

• No black-box delivery or opaque processes

• No substitutions—what you define is what gets delivered

• Full visibility into spend and performance

🧠 The DemandScience Identity Graph

At the heart of the solution is the DemandScience B2B Identity Graph, which unifies:

• Verified company and contact data

• Intent signals and technographics

• Digital behaviors, job changes, and buyer insights

• Funnel-stage targeting and predictive engagement

This data fabric ensures the right message reaches the right person at the right time—across any channel.

Step-by-Step Instructions

1. Step 1: Scope Your Audience
   Define your target accounts and personas based on:

   • Company attributes

   • Contact-level filters (title, seniority, department)

   • Installed technologies

   • Intent topics and buying signals

2. Step 2: Build the Audience
   DemandScience maps your target audience to digitally targetable identifiers across activation platforms.

3. Step 3: Distribute to Channels
   Deploy your audience to platforms like:

   • DV360

   • The Trade Desk

   • LinkedIn

   • Facebook

   • 100+ additional DSPs and publishers

You or your agency handle execution with complete transparency and control.

Best Practices

• ✔️ Start with a narrow, high-intent audience to test performance.

• ✔️ Sync messaging and creative across channels for consistent brand presence.

• 🚫 Avoid over-segmenting—broad enough reach helps scale performance.

• 🧠 Pro Tip: Use job-change signals and active research behaviors to prioritize outreach.

FAQs

Q: Can I use Digital Audiences with my agency or existing DSP?
A: Yes! Digital Audiences are designed to plug into your existing ecosystem. You maintain execution control.

Q: How fresh is the data in my audience?
A: Data is updated regularly with real-time job changes, intent signals, and digital activity.

Q: Can I re-use the same audience across campaigns?
A: Absolutely. Build once and deploy across multiple channels or initiatives.

Why This Matters

• ✅ Reduces media waste by ensuring precision targeting

• 🔎 Improves transparency and control for marketers

• 🚀 Drives higher ROI through better engagement and conversion

Digital Audiences by DemandScience help you activate a verified, unified audience across all digital channels—reducing waste, increasing control, and improving results.