Audience targeting reaches pre-built audiences, either built with your own audience pixels or provided by third-party data providers. A third-party audience could target users based on demographics such as gender, age, languages spoken, personal interests, or household income.

Audience capture lets you create audiences based on users who have clicked on the ad and/or users that triggered a conversion for the tactic.

Audience Targeting

Choose an Audience Type

Choose My Audience, 3rd Party Audience, or Audience Set.

  • My Audience: Target audiences created with your audience pixels. All audience pixels that belong to the tactic's brand appear in the list. If you want to create a new audience pixel, click Create an audience.
  • 3rd Party Audience: Target pre-built audience groups provided by third-party data providers such as Exelate and Lotame.
  • Audience Set: Target audiences and logic that you've previously set up using your audience pixels or third-party audiences. See Audience, Location, and Segment Sets for more information.

Building Audience Rules

Click the + next to an audience to add it to the audience rule. If you use more than one audience, use rule logic and grouping to set up your rule.

My Audience Time Frames

For first-party audiences, you can choose how long users will be targeted. For example, you may want to retarget users for a specific number of days after they visit your site, and then stop. You can set this window of time from the first time they visit your site, or from the most recent time they have visited your site.

After you add a first-party audience to the audience rule, click edit, and define when the rule applies:

Rule Logic

  • And: A user must be a member of all audiences selected.
  • Or: A user must be a member of one or more of the audiences selected.

This rule targets users who are in both the Trendy Moms and Big City Moms audiences:

This rule targets users who belong to the Sport Utility Vehicles (SUVs) audience or the Domestic-Midsize SUV audience:


To build more complex rules, combine audiences into groups and apply logic between the groups.

For example, this rule targets users who are both female and employed in any of the fields of science and biotech, engineering and architecture, or IT:

Hidden and Unavailable Audience Segments

Third-party providers sometimes retire previously available segments. When this happens, the segment will appear as hidden or unavailable. See Hidden and Unavailable Segments for more information.

Related Audiences

Related audience modeling analyzes 3rd-party audiences to identify those that are similar to your audiences. You can then select from a list of similar audiences to extend the reach of your campaign. See Related Audiences for more information.

Archived Audiences

If a first-party audience is archived before the tactic's end date, the tactic will continue bidding on impressions from that audience. You'll see a warning on the My Audience tab.

Audience Sets

When you've arranged your audiences and logic in a way that you might want to use again, you can save them as a set. A set includes:

  • one or more audience
  • target/exclude rules
  • AND/OR targeting relationship between the audience rules

You can use a set in as many tactics as you like.

If you apply a set to an existing tactic, the set overwrites all previously existing segments.

See Audience, Location, and Segment Sets for details.

Audience Capture

You can use your tactics to build audiences from conversions that have been attributed to that tactic or users that have clicked the creatives in the tactic.

From the tactic editor Audience Capture tab, enable Clicks or Conversions (or both) and choose the audience you want.

Note: Be sure to set up the creatives and conversions for the tactic.