Audience Solutions allows your advertiser or buyer to reach their desired demographic. Through audience segments, you can create custom audience lists based on data or insights about visitors to websites or apps. These lists can then be targeted in line items and add value to your offerings to advertisers and buyers.
As an example, suppose you identify a group of visitors to your website who frequently visit business content. This group could be categorized as "business news enthusiasts". You can then offer this targeting in campaign negotiations to advertisers and buyers trying to reach people interested in business news.
The power of audience targeting is that it can be used anywhere, ensuring that a campaign reaches its intended audience, regardless of what page members of that audience visit. Using our brief example above, it means your advertiser or buyer can reach users interested in business news anywhere on your website, even if they happen to be visiting the sports or human interests sections of your content.
How Audience Solutions works
Audience segments are lists of identifiers: cookies, mobile advertising IDs (AdID or IDFA), or PPIDs.
The segments record visits to Google Ad Manager tagged pages or apps based on a combination of four membership criteria that you define: frequency and recency of page views or app activities, membership expiration date, and interests 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 site or app visitors and improves effectiveness for advertisers and publishers alike.
Keep the following in mind:
- Users included in audience segments are identified solely by random identifier numbers.
- Mobile advertising IDs like Android's AdID and Apple's IDFA are resettable identifiers set by a mobile device's operating system. Both Android and iOS provide a mechanism for users to indicate they don't want to receive targeted interest-based ads, which applications receiving the identifiers must comply with. Please see the applicable Android and Apple documentation for more information.