Interactive publication
Back to the catalogueAdvertising semanticsCase 20 of 22
Recent presence
'Recent presence' segments depend entirely on the chosen lookback window; a location visit from 90 days ago counted as 'recent' in a stale segment misrepresents current audience composition.
Class
Case to account for
Affects
1 conversion
01
Detection
Segment build lookback window undocumented or exceeds the campaign's stated recency claim.
02
Mitigation
01
Define and enforce an explicit recency window (e.g. last 30 days) refreshed on a fixed cadence
02
Timestamp every segment build and expire audiences past their recency window
03
Affected conversions
PointH3
OPENMore in Advertising semantics
Bidstream truncationCarrier NAT / multi-family IP poolingCorridor boundary oscillationCross-device location stitchingDeclared resolution exceeds input accuracyDestination interestExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyHome location inferenceIP-derived locationLocation confidence scoringLocation interest versus presenceLookback window sensitivityMixed-provenance channel bundlePhysical presencePooled location sources in delivery logsPublisher-declared locationTreatment/control contaminationWork location inference