Sophisticated buyers want the video to change with the targeting: an affluent cut vs. a value cut, a rainy-day vs. sunny-day version, per-city localization, a loyalty vs. prospect angle. Signal Packs make targeted creative systematic — while targeting execution stays entirely yours.
The model
Targeting lives in your platform’s targetable unit — a Google ad group, a DSP line item, a Meta ad set — and each unit is assigned creative. Signal Packs give you the three pieces that make this work:
- Segment-flavored variants — each segment gets its own creative treatment.
- Per-segment deterministic fetch — every (product × segment) variant has its own URL and feed labels.
- A generated Activation Kit — the platform wiring, so variants become running structure, not a folder of files.
Defining segments
A segment is a data row: an id, a label, the targeting signal it corresponds to, and a creative brief (tone, casting, music, offer emphasis, product filter). A built-in Segment Library ships ready-made packs — Affluent, Budget-conscious, Rainy day / Sunny day, New parents, Luxury affinity, Loyalty vs. Prospect — with tuned briefs and verified platform mappings, so you compose rather than author from scratch.
Segment creative uses the same tier economics as everything else: a segment can be a cheap copy/voiceover swap on one master (Tier S/A) or its own premium master for high-stakes campaigns.
The Signal Catalog (what’s actually activatable, per platform)
| Signal | Google Ads | DSP / CTV | Meta |
|---|---|---|---|
| Household income | ✅ 7 official tiers, ad-group level | ✅ data-provider segments per line item | ❌ no income targeting exists |
| Weather | via scripts toggling ad groups | ✅ native weather segments (e.g. The Trade Desk) | ❌ |
| Geo (DMA/city/zip) | ✅ | ✅ | ✅ (geo only) |
| Age / gender / parental | ✅ | ✅ | limited controls |
| Affinity / interest | ✅ | ✅ third-party segments | suggestions only |
| Customer lists (loyalty vs. prospect) | ✅ | ✅ | ✅ |
We’re honest about Meta: income and zip targeting don’t exist there. On Meta, segment variants ship as creative diversity — multiple creatives in one ad set, which Meta’s delivery system routes to the people who respond to each (“creative is the targeting”).
Activation Kits
Generated per campaign, per platform:
- Google — a Google Ads Editor-importable structure: one ad group per segment with its targeting settings and that segment’s video URLs attached.
- DSP / CTV — one VAST tag per (product, segment) plus the exact named third-party segments to attach to each line item, and line-item naming that matches the variant keys.
- Meta — the creative-diversity setup with per-segment creative in one ad set.
- The trafficking manifest gains targeting columns (signal type, value, intended audience) on every row.
Fetching a segment variant is deterministic: …/{SKU}.mp4?seg=affluent&ctx=rain — with the published fallback ladder serving the campaign default when a segment variant doesn’t exist.
Compliance is built in, signal-level
- Campaigns are classified by vertical; in restricted verticals (housing, employment, credit), socio-economic signals like HHI are suppressed with an on-card explanation — not just discouraged.
- Segment variants may differ in tone, product selection, and offer emphasis — never in exclusionary language; a deterministic copy lint blocks it.
- Segment labels are “intended audience” metadata. Targeting execution — who actually sees what — remains yours, on your platform.
Scale guardrails
In catalog mode the segment axis applies to your hero tier by default (top products get per-segment variants; the long tail ships the default segment). 10,000 SKUs × 3 segments is a choice with a quote — never an accidental 30,000-render bill.