Spoke's audience segments are built from selected behaviours, interests and other demographics provided by Facebook and Google. 

They are built by our team as the result of real estate knowledge / research and data. We conducted a series of experiments to create the relevant segments and we constantly test and iterate on these to achieve improved campaign results for our clients.

The unique combinations within each audience are one of our key differentiators from similar products and we consider them somewhat as Spoke’s ‘secret sauce’ and a key part of the product’s IP.