Creating an Audience

When setting up campaigns, specifically retargeting campaigns, you can either target or exclude specific audiences. The first step is to build an audience. This is done by placing a Basis DSP retargeting pixel on your landing page. As users visit your page, they will be added to your audience group.

Creating a New Audience

  1. Select a Brand.
  2. Click My Audiences on the left rail
  3. Click New Audience.
  4. In the Retargeting List dialog, give the audience a Name you will remember and be able to quickly identify.
  5. Optional: If you want to keep notes on how you're using an audience or where you've placed audience pixels, you can store this information in Notes
  6. Click Create Audience.


Using Audience Tags

To add users to an audience as they perform an action or view a page on your site, place an audience tag on your site.

Retrieve a tag for your audience and then call it from the user's browser window when you want to add the user to the audience.

  1. Select a Brand.
  2. Click My Audiences on the left rail.
  3. Click the Actions button for the audience you want, and click Get Tags.

  4. In the Tag Code field, copy the tag code.

    There are four tag types available:

    Script (recommended)
    The script tag uses JavaScript to add the user to the audience as well as perform additional functions that ensure maximum scale for campaigns targeting the audience. Script tags also automatically use HTTP or HTTPS as required for the page they are placed on. See What do script tags do? for more information.

    Redirect Link
    If you wish to add the user to an audience when they click on a link, you can use the redirect link option. This option adds the user to the audience and then redirects the user to the specified URL.

    HTML Image
    The HTML image option adds the user to an audience by firing an image pixel on the page it is placed on. This option should only be used if the script version cannot be used. This option might be applicable when using certain tag managers that only support image pixels, or if a client has concerns about additional user sync pixels being loaded.

    Mapping URL
    The mapping URL option is intended for mobile audience building. It can be fired server-side or client-side. Use this option if you have access to mobile advertising IDs (Google Advertising ID, iOS IDFA) and want to add these to audiences. Typically, it is used in a mobile tracking platform, and the tracking platform will provide a macro that expands to the user's advertising ID. The string "[INSERT_DEVICE_ID_HERE]" should be replaced with this macro.

  5. Place the tag anywhere in the BODY section but before the closing BODY tag. For best results, place it in your site template's header section (not to be confused with the <HEAD> section of the HTML document).

Every time someone visits your page they are now added to your newly created audience list. Basis DSP adds all visitors to your audience whether they came from search engines, links from other websites, or even media buys on other ad networks.

Audience Tags in Email:

Placing audience tags in email is not recommended. Desktop email clients do not generally support cookies, which prevents the tag from functioning. Even if the client does support cookies, they will not share the same cookie pool as the user’s web browser, making collecting the cookie ID useless (since no impressions can be bought against it). Webmail clients may support cookies, but Gmail specifically uses a proxy server to cache images and strip cookies. Accordingly, the vast majority of users will not be receiving the email in a client where audience tags can work.

If you wish to use audience tags in email regardless, you will need to use the “HTML Image” option and modify the tag. DSP audience tags use what is called a protocol-relative URL; browsers will automatically load it over HTTP or HTTPS as is appropriate for the context of the current page. In an email client, the HTML of the message is not being downloaded from a web server, so there is no context available to determine whether to use HTTP or HTTPS. Older versions of Outlook specifically are known to contain a bug that causes Outlook to assume that the URL should be loaded using the “file://” protocol which refers to the local computer, causing a popup dialog to be shown and a long delay while Outlook attempts to fetch a non-existent file. To avoid this, add “https:” before “//” in the image URL. For example, if the tag code supplied is  

<img src="//" width="1" height="1" style="position: absolute; left: -150px;" />

it should be modified to 

<img src="" width="1" height="1" style="position: absolute; left: -150px;" />

Monitoring Your Audience

Once you've added the code to your website, visitors will start being added to your audience. You can monitor the progress of your list on the My Audiences tab.

  • Number of Hits: the cumulative hits your landing page/website for the time period being viewed.
  • Visitors Added: the number of unique visitors added to your audience list for the time period being viewed.

Date Range

The default view shows Today. You can change the date range by selecting the calendar drop-down, choosing a date range, and then selecting Apply.

To see how many users have been added during the lifetime of the audience pixel, you can extend the date range to the time the audience list was created.

Audience Size

While there is no minimum required we generally recommend an audience list of 1,000 people or more to begin seeing significant bidding activity through retargeting efforts on Basis DSP. If you don't have high volumes of organic traffic, it is worth considering a strategy to drive traffic to your site using other campaign types. Doing so will populate your audience pools quickly, and set you up for success when creating a retargeting campaign.

Adding Users to the Audience

You can manually add mobile IDs to an audience. See Mobile App Retargeting.


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