This article is specific to DFP Audience.
This feature might not be enabled in your DFP environment. For more details, talk to your manager or a DoubleClick representative.
You can use DFP Audience to leverage the data and insights you and your advertisers have about visitors to your website to reach specific, custom audiences and increase monetization opportunities. For example, a visitor who frequently browses a site's business content could be categorized as a "business news junkie". Using this information, it's possible to deliver line items tailored to such users during later visits regardless of whether or not they're viewing business related content.
How DFP Audience works
Audience segments are lists of cookies that are dynamically passed into an ad tag on the server side.
The segments record visits to DFP tagged pages based on a combination of four membership criteria that you define: frequency of page views, recency of page views, membership expiration date, and behavior through ad units or key-values.
You can work with your advertisers to target line items to relevant audience segments such as "sports enthusiasts" for sporting goods ads, "travelers" for vacation advertisements, or "fashionistas" for haute couture ads.
Targeting to such specific audiences provides a better advertising experience for website visitors and improves effectiveness for advertisers and publishers alike.
Audience segment information is anonymous; users are identified solely by random cookie ID numbers.