I. Introduction to Affinity in Loop
This article explains 'Affinity,' a key metric within the Loop Data Management Platform (DMP). Loop helps users create and activate precise audience segments for digital advertising campaigns.
Affinity provides insight into how strongly a particular audience segment demonstrates interest in a given characteristic or topic, relative to a general reference population. Understanding Affinity assists in making informed decisions when building and utilizing audience segments.
We will define Affinity, explain how to interpret its scores in Loop, and discuss its general application in audience analysis.
II. Defining Affinity: Comparing Interest Levels
Affinity quantifies the comparative interest of a specific audience segment in a particular item (such as a hobby, product category, or demographic trait) against the interest level of a broader, general population. It helps identify if a segment's interest in something is above, below, or similar to the overall average.
Crucial Context: The Reference Population
In Loop, the 'general population' used for this comparison is always the entire population of the country where your audience segment is located. This means that regardless of the specific characteristics of your audience (e.g., age, gender, specific interests), their interest levels are benchmarked against everyone in that country.
For example, if you are examining the Affinity scores for an audience segment of 'Argentinean men aged 45-54,' Loop compares their interest in a given topic (e.g., 'Soccer') against the interest level of all Argentinians (males and females, of all ages) in that same topic. This ensures a consistent and broad benchmark for comparison.
Consider a situation where 10% of the general population in Mexico expresses interest in 'Gardening.' If a specific audience segment, for instance, 'Users who frequently visit home improvement websites,' shows 30% interest in 'Gardening,' this indicates a higher relative interest within that segment. Affinity in Loop calculates and presents this relative interest in a standardized way.
III. Interpreting Affinity Scores in Loop
In Loop -and many other adtech platforms- Affinity is represented by a numerical score.
The Baseline: An Affinity Score of 100
A score of 100 serves as the benchmark or average. An Affinity score of 100 for a particular interest indicates that your audience segment's level of interest in that item is proportionally the same as the general population's interest level. Think of 100 as the neutral mark on a scale. It signifies no significant difference in interest compared to the average.
Affinity Scores Above 100: Higher Interest than the Population
When an Affinity score is above 100, it signifies that your audience segment exhibits a proportionally higher interest in that topic or characteristic compared to the general population.
Magnitude of Difference:
A score of 150: Indicates the segment is 1.5 times (or 50%) more likely to be interested than the average.
A score of 200: Indicates the segment is twice as likely to be interested.
Higher scores (e.g., 300+): Represent even stronger relative interest within the segment.
Interpretation: High Affinity scores suggest that the characteristic is a distinguishing factor for the specific audience segment, making it a relevant point of commonality for that group.
Example in Loop: If a first-party audience segment for a client's luxury travel brand shows an Affinity of 240 for 'Hotels,' it means this segment is significantly more interested in that specific type of travel compared to the average internet user in their country.
Affinity Scores Below 100: Indicating Lower Interest
Conversely, an Affinity score below 100 suggests that your audience segment demonstrates a proportionally lower interest in that topic or characteristic compared to the general population.
Magnitude of Difference:
A score of 50: Indicates the segment is only half as likely (or 50% less likely) to be interested than the average.
A score of 20: Indicates a significantly lower likelihood of interest.
Interpretation: Low Affinity scores indicate that the characteristic is not a strong area of interest for the segment, or it may even be an area of disinterest, relative to the general population.
Example in Loop: If an audience segment for a health-related brand shows an Affinity of 35 for 'Fast Food,' it implies that this segment has a substantially lower interest in this type of meal compared to the average person in their country.
IV. Application of Affinity in Loop
Accessing Affinity Data:
Affinity data in Loop can be viewed in two primary areas:
Analytics/Behaviors section: Here, you can review detailed tables of affinity scores for various audience segments.
Planner tool: When building Third-Party audiences, the Planner displays affinity scores for available dimensions, helping you select relevant criteria.
Types of Dimensions with Affinity Scores:
Loop typically provides Affinity scores for two main categories of audience dimensions:
Purchase Intent / Likelihood to Buy: These dimensions reflect a segment's propensity to purchase items within specific product or service categories.
Examples: Clothing & Apparel, Entertainment (referring to intent to purchase tickets/media), In-market (general purchase intent), Vehicles, Home Appliances, Home & Garden, Travel & Tourism, Services, Babies & Kids, Electronics.
Hobbies or General Interest: These dimensions reflect broader interests and activities that define an audience segment.
Examples: Entertainment (general interest in media/leisure), Careers, Family, News, Sports, Food & Beverage, Travel & Tourism (general interest in travel), Business, Technology, Education.
V. Summary
Affinity in Loop: Measures the proportional interest level of an audience segment relative to the entire population of the country the audience resides in.
Score of 100: Represents average interest.
Score ABOVE 100: Indicates higher-than-average interest.
Score BELOW 100: Indicates lower-than-average interest.
Purpose: Affinity is a tool to understand audience characteristics and inform decisions in audience segmentation and digital advertising strategy, visible in the Analytics/Behaviors section and the Planner tool.