Retailers can enhance organic search and merchandising rules with audience segments from their own Customer Data Platform 

AI-powered retail media personalisation platform Particular Audience (PA) has added Customer Data Platform (CDP) audience targeting to its retail media platform. The move enables retailers to attach audience segments from their own CDP to organic search and merchandising rules. CDP targeting adds strategic reach on top of the predictive relevance they already run. They can boost a product up results listings, bury it – for example, low-stock or end-of-line items – or hide it by CDP segment for identified shoppers, including on site-wide search.

The same audiences work across retail media. Retailers’ in-house teams use them in Promotion Hub, Particular Audience’s tool for running their own on-site campaigns, and brands reach them through retail media audience targeting.

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On sponsored placements, that means different shoppers see different sponsored products based on the retailer’s CDP segments. That sits alongside the existing retail media suite: an audience builder, automated sponsored search for products, in-grid banner and video creative matched to the query, and keyword targeting. On the organic side, there’s real-time personalisation from implicit signals, plus buy-again and replenishment. Supported CDPs include Adobe Experience Platform where integrated.

Underneath that is Adaptive Transformer Search (ATS) – transformer-based retrieval and ranking over the catalogue, so results match intent beyond exact-match keywords, with the same relevance foundation under organic, sponsored and merchandising.

Separately, ATS with MCP (Model Context Protocol) supports segment discovery in AI and LLM integrations. Third-party AI often lacks real-time context for a retailer’s search endpoint; where Particular Audience has a qualified loyalty ID or similar, a shopper can be mapped to segments in third-party or off-canvas AI conversations, alongside – not instead of – real-time signal-based personalisation.

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In short, merchandisers keep the CDP they already trust and use those audiences inside Particular Audience rules across sponsored search, organic search and merchandising – without moving that work into a CDP vendor’s personalisation stack.

Audience match applies where the retailer can identify the shopper; session identity for guests is a separate capability. Regional availability for segment lookup may vary.

“Maintain the modular, best-in-breed nature of your stack by doing more with the customer data platform you’ve invested in and use across channels,” said James Taylor, CEO of Particular Audience. “Activate it across retail media and now organic and AI search and discovery too – marketers and merchandisers gain unprecedented control both onsite and via emerging AI channels for agentic commerce applications.”

Particular Audience is an AI-native retail media and personalisation platform that unifies proprietary large language powered search, hyper-personalisation, and sponsored product ad decisioning into a single ranking system.

Founded in 2017, PA helps retailers maximise profit-per-pixel—balancing relevance, conversion, margin, and ad yield in real time. Its multimodal machine-learning platform replaces legacy keyword and rules-based approaches, enabling automated, intent-aware retail media without degrading the shopper experience.

Headquartered in London, Sydney, and Vancouver, Particular Audience supports global enterprise retailers and contributes to open standards such as the Model Context Protocol (MCP), enabling agentic commerce on retailer-controlled infrastructure.

AI/ML that powers all customer interactions. If you see it, search it, click it, and buy it – that’s PA. More information at www.particularaudience.com.