When we talk about audiences in digital marketing, we often fall back on oversimplified definitions: age, location, gender. But today, an audience is much more than a demographic group. It’s a living, evolving collective of people shaped by interests, behaviors, channels, and moments.

Understanding what types of audiences exist—and how to build them using real data—is one of the biggest competitive advantages a brand can have today.

What kinds of audiences are there?

1. Demographic and contextual audiences

The traditional ones. Defined by variables like age, gender, location, device, or environment (e.g. weather or content type). Useful for reach or general awareness campaigns, but limited when it comes to intent.

2. Behavior-based audiences

These segment people by what they do: pages visited, products browsed, time spent on a site, or types of content consumed. They’re dynamic, show intent signals, and allow for stronger personalization.

3. First-party audiences

The most strategic. Built using the brand’s own data—sign-ups, site behavior, purchase history, app activity, past campaign responses. These audiences are consent-based, high-quality, and uniquely yours. No one else can replicate them.

According to a 2024 eMarketer study, brands that invest in first-party data audiences see 40% higher ROI efficiency than those relying on third-party data.

How can you effectively reach these audiences?

It’s not just about segmentation. It’s about a robust data strategy. At Revfy, we tackle it with three foundational pillars:

• Structured collection: We integrate data from all touchpoints (web, app, CRM, POS), both online and offline.

• Identity unification: With our proprietary tech, Revfy IQ, we consolidate all user interactions into a single profile—while respecting privacy.

• Smart activation: We build dynamic audiences that update in real-time based on behavior and intent. We activate them from one unified platform, with full traceability and actionable rules.

Why does this matter now more than ever?

Because we’re in the middle of a structural transformation:

• 63% of global brands are replacing third-party cookies with first-party strategies (Forrester, 2024).

• 70% of consumers expect brands to understand their context—without being invasive (Salesforce State of Marketing, 2023).

In this environment, owning your audience isn’t just a technical play. It’s a strategy for sustainability and long-term differentiation. It lets you:

• Reduce dependency on third-party platforms.

• Improve user experience.

• Maximize every cent of your ad investment.

What difference does this make in practice?

A well-built audience doesn’t just improve short-term results. It helps you plan better, create more relevant content, and reduce media waste. It’s the foundation for a strategy that learns, adapts, and scales with purpose.

At Revfy, we don’t just reach the right audiences. We build them with you. Strategically, using your data, and activating them with our own tech.

Because in the new AdTech ecosystem, it’s not enough to make an impact. You have to understand. And once you understand this, everything changes.