The moveable middle
Shoppers who buy the category but are not loyal to any brand, so they are the most open to switching.
Audience Collaboration Platform
Blend and build custom audiences no one else can offer
Flow’s Audience Collaboration Platform is data collaboration, purpose-built for audiences. Blend your own powerful data sets, or collaborate with brands, to create bespoke audiences designed for performance.
Trusted by leading retailers, marketplaces and platforms
WHAT YOU CAN DO
Build the audience a campaign needs
Data collaboration means matching two or more data sets, without sharing any raw data, to build an audience neither side could build alone. Bring together signals from real purchase behaviour, loyalty, app activity and more to create bespoke audiences around a specific campaign objective.
Invite a brand to bring its own customer data into the mix to reach new-to-brand buyers or the customers you already share.
THE OPPORTUNITY
Take your commerce media offering to a new level
With the Audience Collaboration Platform, you can match your data with a brand’s to build precise, targeted audiences shaped around each campaign objective and ready to activate on Meta, Google and TikTok.
It takes your commerce media offering further, giving brands a targeting advantage they can’t get elsewhere, and more revenue for you.
BUILT FOR CONTROL
Collaborate without giving up control
Flow’s easy-to-use interface means you build your audiences yourself. Data is matched in Flow’s Clean Room using hashed identifiers, with no raw data changing hands. Your data stays in your control.
Every audience is campaign-ready and ready to activate on Meta, Google and TikTok.
HOW IT WORKS
From data you own to audiences brands book
Start a collaboration
Invite your brands and suppliers to match their data with yours in Flow’s Clean Room.
Configure an audience
Choose and set the criteria you want to match in each data set.
Integrate securely
Match the points using hashed identifiers, with no raw data exchanged.
Ready for activation
Your bespoke audience is created, ready for brands and advertisers to book and activate.
USE CASES
Powerful audiences to offer your brands
Brands come to a retail partner for audiences they cannot build on their own. These are the audiences they are likely to ask for, and the ones you can build from your own data. It’s a stronger product for your brands, and a bigger share of their budget for you.
Collaborate and build with the brands you work with
New-to-brand buyers
Your category shoppers who are not on the brand’s customer list.
Shared customers
People on both the brand’s list and yours, so the brand can grow spend with customers it already has.
Lapsed customer win-back
The brand’s lapsed customers who are still buying the category with you.
Turn your own data into new audiences for brands
Loyalty and purchase behaviour
What your customers buy and how loyal they are, turned into audiences brands can target.
Platform and service activity
Activity across your own platforms and services, combined to find customers that no single data set would show.
Seasonal and category signals
The moments and categories your customers shop in, turned into audiences ready for a campaign.
Payments behaviour
Payment signals turned into audiences built around how customers prefer to pay.
Activate where brands already advertise:
Meta, Google and TikTok are where your brands already spend. Every audience you create is ready to activate on these channels.
A data collaboration platform,
purpose-built for audience targeting
Create new value
Expand your retail media offering with bespoke audience products designed around exactly what brands need.
From collaboration to campaign
Create high-value audience segments built for real campaigns, easily and securely managed with Flow.
Your data stays yours
Create and manage your own audience collaborations, while keeping your data in your control.
Ready where campaigns run
Every audience is ready to activate on Meta, Google and TikTok, and is live on your channels within 48 hours.
Frequently asked questions
What is the Audience Collaboration Platform?
The Audience Collaboration Platform is powered by Flow Platform’s advanced data collaboration capabilities. Data owners blend their own data sets, or invite brands and advertisers to match their customer data against the partner’s, and build bespoke audiences around a specific campaign objective. The output is a campaign-ready audience tailored to meet their specific needs and objectives.
How is it different from a data clean room?
A data clean room is typically a secure environment for analysing combined data. The Audience Collaboration Platform is built for activation: the result is a campaign-ready audience that can be used on advertising channels like Meta, Google and TikTok.
What data is needed?
A customer list with unique identifiers such as email, which is hashed for matching. Specific detail in the data, for example purchase frequency of a particular brand, can determine the use case and purpose of the audience.
Is any raw data shared?
No. Matching happens on hashed identifiers, so no raw data changes hands, and your data stays in your control.
Which channels does it support?
Every audience is ready to activate on Meta, Google and TikTok.
How long does an audience take to go live?
Audiences take 24 to 48 hours to populate, depending on the channel, and are live on your channels within 48 hours. Build this into campaign start dates.
Who can start a collaboration?
Flow’s Data Partners can start collaborations, either by blending their own data sets or by inviting a brand to upload their own data. Brands take part once a partner invites them to collaborate.
Can brands book the audiences I build?
Yes. Once your audience is built, you package it for brands to book and activate. You can choose which brands and advertisers to make it available to.