Audience Pixel Overview

When setting up tactics, you can either target or exclude specific audiences. Your audiences can include users who have visited a page that contains an audience pixel, users identified with a mobile device ID, and users at specific IP addresses.

Audience Pixels

You can build an audience by placing an audience pixel on your landing page. As users visit your page, they will be added to your audience group. See Creating Audience Pixels for instructions on how to create a new audience.

How It Works

An audience pixel is a short line of code that advertisers place on pages in their website. As users visit your page, they will be added to your audience list. By building an audience (or "retargeting list") of users who have visited a certain website, you can create powerful customized tactics, tailored to those specific users, and which will only be seen by those users.

Hits are the cumulative visits on a website, which increment approximately every 15 minutes. For hits to increment, you must be able to add a user to the audience. In other words, we must be able to set a cookie or have a mobile IFA passed to us, and there aren't any obstacles due to privacy regulations, such as GDPR.

Primary Advantages of Retargeting

Brand Recognition — Users who recognize your brand will now see your advertisements displayed across thousands of websites, creating the impression of a large-scale advertising campaign, but for a fraction of the budget.

Cost Effectiveness — The highly targeted nature of retargeting requires you to pay higher-than-normal CPM prices compared to broadly targeted tactics. However, due to the relatively limited size of audiences, overall costs are generally lower, while tactic performance is typically higher.

Behavioral Targeting — It’s possible to create tactics that only target users who fall into certain behavioral groups. For example, users who are:

  • known to click on banners

  • known to enter their e-mail address into forms

  • known to make online purchases with a credit card

  • known to purchase specific types of products

Device IDs

Add device IDs (IDFA or Android IDs) directly to your audience. See Uploading Device IDs Manually.

Universal Pixels

Universal pixels can act as conversion pixels and audience pixels on multiple pages at once. After you create an audience pixel, you can use universal pixels to add users to the audience or remove users from the audience. See Universal Pixels and Universal Pixel Rules to learn more.