How does understanding the 'recency' of a viewer's engagement impact ad targeting strategies on Twitch?

Understanding the 'recency' of a viewer's engagement is critical for optimizing ad targeting strategies on Twitch because it provides insights into the viewer's current interests and level of activity within the platform. 'Recency' refers to how recently a viewer has interacted with specific content, channels, or categories on Twitch. Viewers who have engaged recently with a particular game, channel, or type of content are more likely to be receptive to ads related to that same content. For example, if a viewer has watched a stream in the 'Valorant' category within the past few days, they are more likely to be interested in ads for gaming peripherals, energy drinks, or other products targeted towards Valorant players. Targeting ads based on recent engagement allows advertisers to reach viewers who are actively interested in relevant content, increasing the likelihood of click-throughs, conversions, and positive brand associations. Conversely, targeting viewers based on outdated engagement data can lead to wasted ad impressions and lower ROI. If a viewer hasn't watched a specific game category in months, they may no longer be interested in that content, making them less likely to respond to related ads. Therefore, advertisers should prioritize targeting options that allow them to segment viewers based on recent activity and tailor their ad creatives to match the viewer's current interests.