Demographics targeting

You can target ads based on demographics such as gender, age, parental status, and household income using Display & Video 360's demographics targeting.

When promoting ads for Housing, Employment, or Credit, some demographics targeting options are restricted. Learn more

Demographics targeting options

  • Gender: Select genders to target.

  • Age: Use the slider to select age ranges to target.

  • Parental status: Select parental statuses to target.

  • Household income: Use the slider to select estimated household income brackets to target.

All of the demographics also include an unknown option. This option expands the reach of your campaign to include unknown demographics. We recommend including this option unless you want to narrowly target specific demographics.

The Line item reach widget provides estimates to offer insight into how your line item could perform based on your targeting and budget settings. Estimates are based on a sample of 30 days of historical data. Learn more about forecasting the reach of a line item.
For Connected TV and OTT streaming insertion orders and Over-the-top line items third-party audience suggestions are provided based on your demographics targeting selections. Add suggested audiences to your targeting to increase your reach.


  • Household income targeting is currently available for inventory in the following countries and regions:

    • Google Ad Manager: Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, Singapore, South Korea, Thailand, United States

    • YouTube: Australia, Brazil, Canada, Colombia, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Mexico, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, United Arab Emirates, United States, Vietnam

    Line items won’t be able to serve if you use geography targeting on locations where household targeting is not available, and you also use household income targeting.
  • There are restrictions on demographic targeting for certain types of creative content. Learn more in the Ads Policy help center
  • Household income targeting can’t be combined with location lists

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