n this episode of Measurement Talks, Rishab, and Bryan provide an update on the previous discussion about Shopify audiences and their scalability. They clarify that Shopify audiences are not bringing in new audiences that Facebook doesn't already know about, but rather setting guardrails on the existing user base on Facebook and Instagram. The hosts also discover that Shopify audiences can be integrated into Pinterest and TikTok as well, potentially benefiting from their less sophisticated ad auctions. They discuss how Meta has the best ad auction in terms of understanding audience intent and likelihood to purchase. However, there is a concern that as these audiences scale up, they may become less efficient and susceptible to fraud. The hosts tease that they have put this to the test and will reveal their findings in the next episode. CHAPTERS [00:00:40] Shopify audiences on multiple platforms. [00:05:14] Shopify audience performance. [00:09:41] Elections [00:13:50] Resetting properties and pixel ID. [00:16:00] Algorithmic curiosity. [00:19:13] Creating new ad accounts. [00:23:09] Siloed measurement for holiday season [00:28:38] Consumer behavior and CPMs. [00:30:15] Campaign performance on different days. Our promise to you: Every episode will have actions you take back to your business Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood. Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the ad tech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.