The Overlap tool compares a specific audience or plan against other segments in the platform. This analysis reveals the number of unique devices shared between groups. Use this feature to prevent budget waste by identifying duplicate users or to find strategic synergies between different data sets.
Key Concepts
Reference Audience: The primary audience you select as the baseline for the comparison.
Comparison Audiences: The group of audiences (up to 4) that you measure against the Reference Audience.
Access the Tool
You can access the Overlap tool through three different areas of the platform.
Method 1: Via the Analytics Tab
This method allows you to build the comparison from scratch.
Navigate to the Analytics section in the main menu.
Click on the Overlap tab.
Click Select Reference Audience and choose your baseline segment.
Click Select Comparison Audiences.
Select up to 4 additional audiences or plans to compare.
The system displays the results immediately.
Method 2: Via the Segments Section
This method allows you to jump directly into analysis from your audience list.
Navigate to Segments.
Locate the specific audience you wish to analyze.
Click the Actions button (...) on the right side of the row.
Select Overlap from the dropdown menu.
The system automatically sets this segment as the Reference Audience and redirects you to the tool.
Add your Comparison Audiences to view the results.
Method 3: Via Saved Plannings
This method allows you to compare entire media plans against other segments.
Navigate to Saved Plannings.
Locate the plan you wish to analyze.
Click the Overlap Icon (represented by two intersecting circles).
The system automatically sets this plan as the Reference Audience.
Add your Comparison Audiences to view the results.
Understanding the Results
The tool visualizes the relationship between the Reference Audience and the Comparison Audiences using two metrics:
Overlap Volume: The count of unique devices present in both the Reference and the Comparison group.
Overlap Percentage: The percentage of the Reference Audience that also exists within the Comparison group.