In the Audiences tab of the campaign editor, you select which audiences you want the campaign to target or exclude. You can select audiences from My Audiences, Third Party Audiences, or your Audience Sets.

Note: This tab is only visible if you are building a retargeting campaign or an advanced campaign. For more information, see The Basics of Retargeting.

  1. Use the tabs to find your audiences, third-party audiences, or your audience sets. Use the search bar to find a specific audience and narrow down the list of results. For third-party audiences, use the Audience Types options to filter by Web (Cookie) or Mobile App (IFA) audiences.

    Note: Third-party audiences are built by data providers and target users based on demographics such as gender, age, language spoken, personal interests, and household income. You can target these pre-built audiences at an additional cost that is included next to each audience in the list.


  2. Select the audience that you want to target from the list on the left. If you select one of your audiences, you can find similar third-party audiences by clicking Related Audiences. See Related Audiences below for more information.

  3. Click Target to use the audience or audience set for this campaign. Click Exclude to prevent the campaign from targeting the audience.

If you use basic audience targeting rules, you can only target or exclude audiences. To get more control over your targeting rules, enable Advanced targeting at the top of the selected audiences panel. This allows you to group your audiences more precisely and to define when and for how long you target them. For more information, see Advanced Retargeting Strategies.

Related Audiences

The DSP's related audience modeling analyzes 3rd-party audiences to identify those that are similar to your audiences. You can select from a list of related audiences to extend the reach of your campaign.

  1. Select an audience from the My Audiences tab. If you are using advanced targeting and want to add the related audience to a group, select the group in the audience rules panel.

  2. Click Related Audiences. An audience requires a minimum size of 2500 for this option to be available.


    Each third-party audience has a score, reach, and CPM.

    • Score is a rating of how similar the 3rd-party audience is to the existing audience.
      • A score greater than 100 indicates the 3rd-party audience is more likely to contain users that are similar to your audience.
      • A score lower than 100 indicates that a 3rd-party audience is less likely to contain users that are similar to your audience.
    • Reach is the size of the audience
    • CPM is the additional cost to target this audience.
  3. Select the related third-party audiences that you want to target or exclude. Use the Audience Types options to filter the list by Web (Cookie) audiences and Mobile App (IFA) audiences.

  4. Click Target or Exclude to add the audience to your rules list. If you selected a group, click Add as New Group or Add to Selected Group.


  • Related audiences become available within 24 hours after you create a new audience.
  • An audience requires a minimum size of 2500 in order to have related third-party audiences.
  • We support audience analysis for custom segments imported from a DMP.

Hidden and Unavailable Audience Segments

Third-party providers sometimes retire segments that were previously available. When this happens, the segment usually becomes hidden before it becomes unavailable in the system:

  • Hidden segments are operational, but will eventually be retired. Hidden segments do not appear in the list of third party segments, but campaigns that already target these segments continue to do so.
  • Unavailable segments no longer appear in the list of segments, and campaigns that already target them will no longer do so.

When you edit a campaign that includes a hidden or unavailable segment, you will see an alert about these segments and a warning symbol appears next to them in your targeting rules.

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