FAQS
A quick guide to values-driven audiences, activation, privacy, and the behavioral science behind Zenzi.
Zenzi is a values-driven audience product that helps advertisers unlock smarter reach by connecting ads to the core motivations that drive consumer decisions.
Built on behavioral science and proven through independent validation, Zenzi audiences consistently deliver measurable lift across channels by aligning media with why people engage, not just demographics and zip codes.
Zenzi audiences are available through LiveRamp Data Marketplace and programmatic platforms. To activate Zenzi audiences, request custom segments, or explore partnerships, contact us here or email info@zenzi.com.
Values-driven audiences are built around the personal values that shape how people think, feel, and make decisions, such as Achievement, Purpose, Freedom, Pleasure, Tradition, and Security.
Research shows that values are among the strongest predictors of message receptivity, brand affinity, engagement, and preference.
Zenzi translates these human motivations into scalable, addressable audience segments designed for programmatic activation.
Zenzi is built on the Theory of Universal Human Values, developed by psychologist Shalom Schwartz. This framework identifies core motivations shared by people across cultures and categories.
Zenzi applies this theory to more than 20 years of proprietary consumer research, transforming it into audience segments that reflect how consumers see the world and how they respond to brands.
Zenzi audiences are created through large-scale primary research grounded in values and behavioral science.
Consumer motivations are assessed through surveys, behavioral signals, and attitudinal data across 150+ million U.S. consumers.
Individuals are deterministically matched to an identity graph to enable addressable reach, then values are layered with life stage and demographic attributes for precision.
Each audience reflects both why people buy, ValuesType, and who they are, life stage, making activation fast, accurate, and scalable.
Traditional targeting answers who to reach. Zenzi answers why people engage.
By aligning advertising with human motivation, Zenzi audiences improve emotional connection with messaging, reduce wasted impressions, and drive stronger engagement and efficiency.
Brands using Zenzi often see up to 2x higher performance compared to demographic-only targeting.
Yes. An independent study conducted by WARC, the global authority on advertising effectiveness, tested Zenzi Values-Driven Audiences across multiple categories including financial services, QSR, CPG, and healthcare.
Key findings include +82% higher CTR vs. demographic targeting, significant improvements in ad relevance and engagement, and up to 100% lift in CTR for a national healthcare brand using Zenzi audiences.
The research confirms that aligning media with audience motivations drives measurable ROI.
No, and that is not the goal.
Values work best in combination with demographics and life stage. Research shows that integrating values with traditional targeting parameters enhances precision and performance.
Zenzi audiences are intentionally designed as ValuesType, why they buy, multiplied by Life Stage, who they are. This approach strengthens existing strategies rather than replacing them.
Zenzi translates behavioral science into six core ValuesTypes: Achievement, Pleasure, Freedom, Purpose, Tradition, and Security.
Each ValuesType serves as the foundation for 40+ audience segmentations, layered with life stage and lifestyle context.
Zenzi audiences are prebuilt and ready for activation through LiveRamp Data Marketplace, DSPs, and curated supply environments.
Buyers can discover Zenzi audiences directly within supported platforms, activate them like other third-party segments, combine them with premium brand-safe inventory, and extend reach across preferred DSPs.
This enables values-driven targeting without custom builds or operational friction.
Curation allows Zenzi audiences to be activated closer to the impression, where data fidelity is higher and signal loss is reduced.
By pairing values-driven audiences with aligned inventory, media environments reinforce message resonance, performance becomes more efficient and consistent, and buyers gain greater transparency and control.
The result is smarter reach, connecting motivation, message, and media environment.
Yes. Privacy is foundational to Zenzi.
Zenzi audiences do not use personally identifiable information, are compliant with GDPR, CCPA, and applicable regulations, and are designed for a cookieless, privacy-first ecosystem.
Zenzi focuses on durable human motivations rather than fragile identifiers.
Zenzi is built for digital media buyers across programmatic, paid search, paid social, and more; brand and performance marketers; agencies and holding companies; and data, supply, and curation partners.
Any brand seeking stronger relevance, higher efficiency, and deeper consumer connection can benefit from values-driven audiences.
Yes. At the end of every ad is a human making a decision. Values shape how messages are interpreted, trusted, and acted upon in both B2C and B2B contexts.
Zenzi audiences support both performance outcomes and long-term brand affinity.
