Loop is designed to help advertisers collect, organize, and activate audience data for programmatic advertising. To understand how Loop works, it's important to grasp three core concepts: Data Sources, Segmentation, and Activation.
1. Data Sources: Collecting Audience Data
A data source is any system or platform that provides audience data to Loop. Users can bring in data through different methods, categorized into batch ingestion and real-time streaming:
Batch Data Sources (File-Based Imports)
Custom Data Uploads – Import structured audience data, including CRM exports, app-generated data, or lists of emails, via CSV or API.
Data-In Integration (S3 Buckets) – Upload large audience files (TSV format) through a managed S3 integration. This feature is available on demand and must be requested by the workspace admin within the platform.
Real-Time Streaming Data Sources
Loop Tag (JavaScript Pixel) – Collects user behavior from websites. It can be deployed via Google Tag Manager, other tag management systems, or directly within supported DSPs.
API Integrations – Send event-level data from mobile apps, web platforms, or external systems in real time.
URL Redirects – Capture user interactions by appending tracking parameters to URLs.
Image Pixels – A lightweight alternative for tracking impressions and interactions.
2. Segmentation: Organizing and Enriching Your Data
Once data is collected, Loop enables users to create audience segments using first-party, third-party, or a mix of both types of data. Segmentation helps refine targeting for ad campaigns.
Types of Segmentation
First-Party Data Segments
Rule-Based Segments – Define audiences using conditions (e.g., "Users who visited Product Page A and did not convert").
Data-In Segments – Built from data uploaded via Data-In Integrations (S3 buckets, CRM data, or other batch imports).
Custom Upload Segments – Created from manually uploaded user lists, such as hashed emails or device IDs.
Enriched Segments
Cross-Device Segments – Expand targeting across multiple devices by linking identifiers (cookies, MAIDs, hashed emails) using LinkID and CoreID.
Lookalike Segments – Expand reach by finding new users with similar attributes and behaviors to an existing high-value audience.
Mix and Match Segments – Combine multiple data types (first-party and third-party) for richer, more tailored audience targeting.
3. Activation: Sending Audiences to Advertising Platforms
After segmentation, audiences are activated by exporting them to demand-side platforms (DSPs), ad networks, and other marketing platforms.
⚠️ Connect Destinations Before Activation
Before activating an audience, ensure that your destination platforms (DSPs, ad networks, etc.) are connected in advance. This is done in the Connected Seats section within Loop. Without this step, you won’t be able to push segments to external platforms.
Activation Methods
Direct DSP Integrations – Export audiences to Google DV360, Meta Ads, TikTok Ads, and other programmatic platforms.
Ad Platform Syncing – Push audience segments to external partners for targeted ad delivery.
Bringing It All Together
Loop acts as a central hub for data collection, segmentation, and activation, ensuring advertisers can efficiently reach and engage their target audiences across multiple digital channels.
Next Steps
Learn how to connect your first data source
Explore how segmentation works
Ensure your destination platforms are connected before activating audiences
Activate your first audience with DSP or social platform integrations