About Audiences

This article provides an overview of Oath Ad Platforms DSP API support for programmaticly creating, updating, and managing audiences using the DSP Traffic API.

Overview

An audience is a collection of consumers with similar interests, habits, or online and offline behaviors. The Oath Ad Platforms DSP enables you to build audiences that are most responsive to your campaigns, are most likely to convert, or are otherwise advantageous.

Audiences may be defined at the seat level or the advertiser level. Seal-level audiences can be targeted by any advertiser belonging to a seat. Adveritser-level audiences are specified to a specific advertiser.

  • Conversion rule audiences, device ID audiences, email address audiences, and lookalike audiences are all advertiser-level audiences.
  • Composite audiences, mail domain audiences, email event audiences, point of interest audiences, and search keyword audiences can be defined at either the seat level or advertiser level.

Resources and Endpoints

Each DSP Traffic API audience is exposed through a distinct endpoints and resources.

Public Name Resource Endpoint
composite audience composite /traffic/audiences/composite
conversion rule audience conversion_rule /traffic/audiences/conversion_rule
device ID audience device_id /traffic/audiences/device_id
email address audience email_address /traffic/audiences/email_address
looklike audience lookalike /traffic/audiences/lookalike
mail domain audience mrt /traffic/audiences/mrt
mail event audience mail_event, textAttributes, timeAttributes /traffic/audiences/mail_event
point of interest audience poi /traffic/audiences/poi
search keyword audience srt /traffic/audiences/srt

Audience Types

The Oath Ad Platforms DSP supports the following audience types:

Audience Type Description Seat Level Advertiser Level
Composite A composite audience enables you to build and target custom audiences that are based on a combination of first-party data, third-party data, and Oath data. Y Y
Conversion Rule A conversion rule audience is built from Dot tags created via the Beacons API. N Y
Device ID A device ID audience enables you to target custom, device-based audiences. Every device ID audience is based on a list of Apple iOS Identifier for Advertising (IDFA) IDs, or Google Play Advertising IDs (GPADVID) that you provide and use for line targeting. N Y
Email Address An email address audience is a custom audience you create by providing email addresses. N Y
Lookalike A lookalike audience expands the reach of first-party audiences by identifying consumers that are similar to known customers. Lookalike audiences may be based on custom data, Yahoo data, and third-party data. N Y
Mail Domain A mail domain audience is an audience segment that is comprised of Yahoo Mail customers associated with one or more email domains. A mail domain audience may include consumers that have received email from one or more specified domains, consumers that have not received email one ore more specified domains, or a combination of the two. Y Y
Mail Event A mail event audience enables you to target consumers based on sales receipts. Advertisers can define the parameters of their audience based on purchase confirmation emails in Yahoo users’ inboxes for individual products, airline bookings, hotel reservations, and more. Y Y
Point of Interest POI location audiences enable you to to identify and to target consumers who have visited points of interests on specific dates and build custom audiences such as holiday shoppers, vacation travelers, sporting event attendees, and so on. Y Y
Search Keyword A search keyword audience identifies Yahoo Search users based on their search history. Search keyword audiences are defined by an array of keywords (words and phrases searched) and excludeKeywords (words and keywords not searched). Yahoo Search users are included in the audience only if their search history meets both criteria. Y Y