Advertisers or buyers typically want to reach an intended audience or demographic with their campaigns. Targeting helps you build expressions that determine how and where ads serves to reflect the goals of your advertisers or buyers. Targeting can be broad or granular.
Some key concepts you might want to familiarize yourself with:
Typically, targeting is applied to line items or proposal line items. However, targeting is applicable to many parts of Ad Manager—Protections and unified pricing rules, for instance, features that help you manage inventory in the Open Auction. Wherever you use targeting, concepts and behavior are the same across Ad Manager.
You may not pass any user-identifiable data (including names, addresses, or user IDs) in targeting. Mask this information using the encoding method of your choice, and ensure traffickers know how to decode values when setting up a line item.
Google Ad Manager doesn't share information with other publishers, so there is no built-in pool of demographic data to target.
Learn how to add targeting in: