A higher tier is not just a badge.
It is a commercial signal that helps quality data stand out.
Commerce media is moving into a more sophisticated phase and advertisers are looking more closely at the quality of the audiences they invest in.
→ First-party data is powerful, but advertisers need more than a label…
They need a clearer view of the signals behind each audience: how strong the data is, how confidently it can be matched, how specific the segmentation is, and how well it supports a campaign objective.
That is why Flow has introduced audience tiering across the Audience Marketplace. Every audience segment now includes a Tier I, Tier II or Tier III indicator, helping advertisers make more informed decisions when planning and buying audiences.
But this system is not only designed for advertisers. It also creates a clearer commercial pathway for Flow’s data partners. For partners with strong first-party signals, rich behavioural data and well-structured audience segments, tiering helps make that quality more visible, more discoverable and more valuable inside Flow’s audience marketplace.
Early movers are already seeing the difference.
Flow’s data partners like Bash, Hellopeter, Hirsch’s and Octiv have built strong Tier I audiences on verified first-party signals — and those audiences are being booked more frequently as a result. Investing in data quality is converting directly into campaign bookings and recurring revenue.
Built on secure first-party data collaboration
For data partners, the value of audience tiering starts with the quality and security of the underlying data process.
Flow’s clean room helps partners securely segment their first-party data and make those audiences usable for advertisers without exposing raw customer data.
This gives data partners a trusted way to unlock value from their data, while advertisers gain confidence in the quality of the audiences they are buying.
Flow’s tiering system connects the two by translating secure data collaboration into a clear signal of audience quality. Partners have a way to safely commercialise their data, while giving advertisers a clearer view of the strength behind each audience.
What each Flow tier reflects
- Tier I audiences are built on verified first-party data with 1:1 PII matching. Premium, high-intent, and built for advertisers running lower-funnel and retention campaigns… the campaigns where precision is critical.
- Tier II blends verified identity with web-traffic signals, offering relevant reach across a wider channel selection. The right fit for mid-funnel campaigns where both relevance and range matter.
- Tier III runs on behavioural signals at scale. Broad audiences built from browsing and engagement data across a partner's platforms. Ideal for awareness, category building, and launch campaigns.
The tier reflects what is behind the audience. The stronger the data, the higher the tier. The higher the tier, the more visible and valuable that audience becomes to advertisers actively planning campaigns.
A revenue growth pathway for data partners
Audience tiering is more than a classification system. It creates a growth pathway for Flow’s data partners.
The commercial value of their audiences can be strengthened by improving the depth, quality and relevance of their segmentation.
Partners can increase the value of their audience offering by:
Building more specifically defined behavioural audiences
Using stronger customer identifiers where available (PII data)
Refreshing audience segments regularly
Creating audiences aligned to advertiser demand, seasonal moments and campaign goals.
Refining audience definitions based on performance and market feedback
The clearer and more specific an audience is, the easier it becomes for advertisers to understand its value and choose it for the right campaign.
Better audiences get more attention.
More attention drives more revenue.
The bigger picture
Flow helps data partners bring their audiences into a marketplace where advertisers are already looking for high-quality commerce media signals. Instead of building every part of a media network alone – from technology and activation to advertiser access and campaign operations – partners can use Flow to make their audiences more discoverable, easier to understand and simpler to activate.
Ready to turn your first-party data into a revenue stream? Getting onto Flow’s marketplace is simpler than you think.
Frequently asked questions
1. How does Flow determine which tier my audience is?
Your tier is based on the quality and richness of the data behind each audience segment – specifically the level of identity confirmation and signal strength.
Tier I requires verified first-party data with 1:1 PII matching.
Tier II blends verified identity with web-traffic signals.
Tier III is built on behavioural signals at scale.
Flow’s clean room processes your data securely and the tier is assigned based on what’s there.
2. Do all my audiences have to sit in the same tier?
No. Different audience segments can sit in different tiers depending on the data behind them. You might have Tier I audiences built on verified purchase behaviour alongside Tier III audiences built on broader browsing signals. Each segment is tiered independently.
3. Can I improve my audience quality over time?
Yes. As you improve the depth, quality and relevance of your segmentation — stronger identifiers, more specific behavioural data, more regular refreshes — your audiences can move into higher tiers. Tiering is not fixed. It reflects the quality of your data at any point in time.
4. How do I get my data segmented?
Flow’s clean room makes it easy for you to safely get your data categorised, segmented and packaged into campaign-ready audiences without exposing raw customer data. From there, your audiences are live on the marketplace and available for advertisers to plan and activate against.
5. What happens if I don't have verified first-party data — is it still worth listing my audiences?
Absolutely. Tier III audiences built on behavioural signals still drive real value for advertisers running awareness and reach campaigns — and they’re a great starting point. There is advertiser demand for every tier.
