Paid Media Optimization

Paid media optimization that knows your customers

Q: What is first-party audience optimization in paid media?

First-party audience optimization means using data your brand collects from customer relationships to define paid media audiences and exclusions. A lasting first-party data strategy connects those audience choices with the identifiers, consent information, and delivery requirements of the ad platforms you use.

Q: How does identity resolution improve match rates in paid media?

Identity resolution connects fragmented records so your brand can select useful customer identifiers for audience matching. Amperity supports sending a customer’s best profile or additional known identifiers, depending on the destination. Compare both match rate and total matched customers: sending more identifiers can reach more customers even when the percentage match rate falls.

Q: How does Amperity handle suppression and consent in paid media?

Teams can use available consent and customer-status data to build audience exclusions in Amperity and send configured audiences on a schedule. Consent requirements and exclusion behavior vary by destination, so teams must configure the required fields and rules and verify downstream results. A scheduled audience update does not guarantee immediate removal from an ad platform.

Q: How often do audiences refresh, and which destinations does Amperity support?

Campaigns can run once or on a configured schedule and send audiences to supported destinations such as Google, Meta, and The Trade Desk. Source-data updates, campaign timing, and destination processing determine when a change becomes available. Google Ads audience updates, for example, can take up to 48 hours after Amperity finishes sending them.

Connect trusted customer context to your paid media stack. Build audiences from resolved profiles, keep exclusions aligned with your campaign rules, and send customer and conversion data to supported ad platforms.

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The business impact of paid media strategy built on trusted customer context.

Reach more of the customers you know

Resolved customer profiles bring together identifiers that ad platforms can use to match your audiences. Choose the profile data that fits each destination, then compare match rates and the number of customers reached.

Put customer value behind media decisions

Use customer value and campaign results to review where your budget goes. Direct audience connections and supported conversion signals give your team more ways to evaluate targeting, delivery costs, and return.

Keep exclusions aligned with your campaigns

Build exclusions for recent purchasers, opted-out customers, and other audiences your campaign should not reach. Refresh and send those audiences on a configured schedule, allowing for each destination’s processing time.

Spend less time preparing audience files

Schedule audience delivery to supported ad platforms and reduce repeated file preparation. Refresh timing depends on your source data, campaign schedule, and destination.

The paid media plays that trusted customer context makes possible.

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Find more customers who look like your best ones.

Lookalike quality starts with seed quality. Amperity builds seeds from resolved, high-value customer profiles so the customers your ad platforms find actually look like the ones driving the most revenue, not a generic audience built on incomplete records.

High-Value Lookalike Prospecting

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Move known prospects toward their first purchase

Build an audience of prospects for whom you have contact information but no recorded purchase. Use the attributes available in your customer data to refine that audience, then send it to a supported ad platform for a first-purchase campaign.

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Lifecycle campaigns that meet customers where they are.

Every lifecycle stage needs a different paid media strategy. Amperity builds VIP, near-VIP, at-risk, and win-back segments from resolved customer profiles, keeps them current as behavior changes, and activates each one with the campaign designed for that stage.

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Feed value-based bidding with your own customer data

Use predicted value to inform your media strategy. In the supported Google Campaign Manager 360 workflow, Amperity sends offline conversions with a conversion value, such as predicted lifetime value, for Search Ads 360 to use in bidding. Available fields and requirements depend on the destination.

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Make suppression part of your audience plan

Use available consent, purchase, and engagement data to define who should be excluded. Amperity can send configured audiences on a schedule; your team must configure each destination’s exclusion and consent requirements and check that updates have been applied.

Audience Suppression for Marketing

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Get launches and promotions in front of the right customers.

Product affinity, discount sensitivity, and purchase history help identify who is most likely to respond to a launch, promotion, or markdown. Amperity builds and activates those audiences from trusted customer context so each moment reaches the buyers most likely to convert.

The paid media capabilities behind better reach, higher ROAS, and less waste.

Trusted customer profiles built for paid media performance.

Bring together customer identity, transactions, loyalty, engagement, acquisition source, and consent data into resolved, trusted customer profiles. Every paid media capability, from audience building to conversion signals to measurement, runs on that foundation, so quality compounds across every activation.

Build and deliver audiences through direct connections

Send audiences directly to supported ad platforms using configured destinations. Campaigns can run once or on a schedule, reducing repeated file preparation while your team manages targeting, exclusions, and delivery settings.

Add customer conversion signals to media measurement

Send supported online or offline conversion data to connected ad platforms, including through conversion APIs where available. Choose the events, identifiers, values, and consent handling required by each destination so the platform can use the data for its supported measurement and optimization workflows.

Review paid media results alongside customer data

Where configured, Amperity brings Meta and Google performance data into your customer database on a daily schedule. Authorized users can use the AI Assistant to compare available campaign results and explore changes in performance without writing SQL. Use separately configured test and control groups when evaluating incremental lift.

Find audience waste worth investigating with Pér

Where enabled, Pér, Amperity’s AI agent for customer data, can help your team explore available customer data and recommend audience exclusions to review. Changes to Amperity require a person’s approval. Browse example prompts to see how customer context can inform your next media decision.

Explore Pér prompts

The proof is in the paid media performance

First Hawaiian Bank reports 92% faster activation.

First Hawaiian Bank used Amperity’s direct connection to The Trade Desk to activate customer audiences and suppress irrelevant ones. Its customer story reports 92% faster activation.

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Servco brought fragmented customer data together with Amperity to support marketing and business insights.

Customer data siloed across manufacturers, dealers, and regional networks blocked fast, precise audience building. Unifying it into trusted customer profiles changed that.

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Catalyst Brands targets highest-value customers in paid channels using predicted CLV.

Manual audience building across a multi-brand portfolio was slow, hindered by siloed data. Amperity gave every brand a unified customer foundation, enabling high-CLV targeting in paid channels and more sophisticated, data-driven audience activation.

Read the story

More ways to put customer context to work

Customer Journey Orchestration

Coordinate lifecycle journeys with audience rules, configured steps, and supported destinations.

Explore customer journey orchestration

Customer Segmentation

Build audiences from resolved profiles and available behavioral, transaction, and predictive attributes.

Explore customer segmentation

Real-Time Personalization

Give connected experiences customer context from real-time profiles and supported event signals.

Explore real-time personalization

Loyalty & Retention

Prioritize retention opportunities using customer history, available predictions, and program results.

Explore loyalty and retention

Ready to make your first-party data work harder in paid media?

Request a demo to explore how resolved profiles, audience exclusions, and supported conversion signals could improve the decisions behind your paid media strategy.

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Frequently asked questions

What is first-party audience optimization in paid media?

How does identity resolution improve match rates in paid media?

How does first-party data improve value-based bidding?

Value-based bidding uses conversion values to guide bidding toward business value. Amperity can send offline conversion values through supported workflows, including predicted lifetime value through Google Campaign Manager 360 for Search Ads 360. Your team must configure the required identifiers, conversion fields, and consent exclusions. Support varies by destination; sending a signal does not guarantee a bidding result.

How does Amperity handle suppression and consent in paid media?

How often do audiences refresh, and which destinations does Amperity support?

How does Amperity support paid media measurement and conversion signal activation?

Amperity closes the measurement loop in both directions. Conversion signals, online and offline transactions, lifecycle events, and revenue data, go out to supported ad platforms to improve their optimization. Campaign performance from Google and Meta comes back in, where teams can analyze ROAS and observed revenue outcomes alongside customer context, and measure incremental lift where holdout groups are set up.