Demo Series: Maximizing Paid Media ROI with Intelligent Audience Syndication

Watch our demo and learn how to maximize your paid media marketing with powerful audience targeting, ensuring every ad is relevant and impactful.

In the midst of budget cuts and rising media costs, the pressure to make every marketing dollar count is increasing with 72% of marketing budgets focused on digital channels¹. Elevate your paid media marketing with powerful audience targeting, ensuring every ad is relevant and impactful.

Discover how Blueshift is helping marketers optimize media budgets by activating their first-party data to deliver highly-targeted, relevant ads to the right audience – every time. We will cover how to:

Leverage First-Party Data: Build precise audiences based on customer activity, behavior, predictive scores, predictive affinities, and more.
Streamline Workflows: Automate segment distribution to over 25+ different paid media destinations, including, Facebook, Google, TikTok, and beyond.
Boost ROAS: Target high-value customers and selectively suppress audiences such as existing customers from acquisition campaigns.
Optimize with AI: Leverage predictive intent scores and affinities for smarter, more accurate audience targeting.
Re-engage Users: Expand cross-channel reach and re-engage dormant users via paid channels.

¹Insider Intelligence, 2023

Speakers

Kristen Session

Senior Product Marketing Manager, Blueshift

Eric Gordon

Senior Solutions Consultant, Blueshift

View Transcript

Demo Series Transcript: Maximizing Paid Media ROI with Intelligent Audience Syndication

Speakers:

Kristen Session, Senior Product Marketing Manager, Blueshift
Eric Gordon, Senior Solutions Consultant, Blueshift

Introduction: Why Audience Syndication Matters

Kristen Session: With tighter budgets and rising ad costs, it has never been more important to make every marketing dollar count. Audience syndication empowers marketers to use their own first-party data to enhance paid media performance.

Blueshift's Intelligent Audience Syndication allows marketers to build powerful audience segments and export them easily to channels like Facebook, Google, TikTok, and more. Eric will now show us how it works in the platform.

Inside the Platform: Segment, Syndicate, Optimize

Eric Gordon: To maximize return on ad spend (ROAS), we’ll walk through three components in Blueshift:

Segmentation Studio – Define high-value audiences using rich first-party data.
Audience Syndications – Export and sync audiences to paid media networks.
App Hub – Connect to ad platforms for seamless targeting.

Let’s look at a retailer, BlueBoo Lemon. They use Blueshift to optimize acquisition by targeting high-value customers and avoiding wasted spend on lower-value prospects.

Creating Smart Segments with First-Party Data

In the segmentation studio, marketers can use a range of attributes:

Demographics and user profiles
Messaging engagement: email opens, clicks, etc.
Website and app events: add to cart, purchases
AI-enhanced data: affinity scores, predictive engagement

BluBluLemon defines high-value customers as those with lifetime revenue over $1,000 or more than eight lifetime orders. They then refine this segment to include affinity for a specific product category—like athletic shorts.

From 28,000 users, the segment narrows to 16,000 after refinement. This more focused group is used to build campaigns.

Automating Audience Sync to Ad Channels

Using Audience Syndications, marketers send segments directly to ad platforms like Facebook:

Choose a segment (e.g., high-value customers)
Select the destination network (e.g., Facebook)
Sync to a new or existing audience (e.g., High Value Members)
Schedule one-time or recurring syncs

This eliminates the need for manual exports or engineering support. Segments auto-refresh, ensuring ad platforms receive the most up-to-date data.

Multi-Network Support via App Hub

Through App Hub, Blueshift integrates with 24+ ad networks, including:

Direct: Facebook, Google, TikTok, Snapchat, Criteo, Taboola
Via LiveRamp: Amazon, Pinterest, Twitter, and more

The system sends as many identifiers as allowed by each network to ensure high match rates—up to 14 for Facebook.

Use Case: Suppression and Re-Engagement

Blueshift allows suppression of existing customers from acquisition campaigns, redirecting spend to prospects. For retention, BluBluLemon uses journey canvases:

Identify unengaged users (no email/SMS clicks in 60 days, no purchases in 90)
Predict best engagement channel: email, SMS, push, etc.
Use AI for send-time optimization and category affinity
Flag inactive users for suppression but continue brand awareness through paid retargeting

This ensures messages are sent to those most likely to engage, while others remain targeted through low-cost paid media.

Customer Stories: Proven ROI

Chatbooks:

Used syndication to retarget customers across paid channels
Saw a 4.4x lift in return on ad spend
Easy-to-use segmentation studio helped target best users efficiently

Pro Compression:

Eliminated manual list-building with automated syndication
Gained real-time targeting precision for paid ads
Improved campaign sophistication and efficiency

Sweetwater:

Uses audience syndication to align email and paid teams
Applies prebuilt audiences across both channels for more cohesive customer journeys

Final Thoughts and Resources

Kristen Session: Audience syndication offers enhanced targeting, reduced CPA, seamless cross-channel engagement, and major time savings. From retargeting to lookalike modeling and suppression, it unlocks a range of use cases.

Thanks for joining us!

On-Demand