Audiences

You can build audiences for a single advertiser, or an entire seat. If you are a seatholder, you can also use pre-built audiences.

Advertiser Audiences

Build an advertiser-level audience for a single advertiser.

The following table provides information on each audience type that you can create at the advertiser level:

Audience Type Description Data Source
Device ID Apple iPhone and Google Android device IDs from a list you provide A list of customer device IDs that you provide
Email Address Email addresses you upload that DSP anonymizes and matches to Verizon Media user profiles Users who have used their email address to create a Yahoo account directly or as an alternate email address to create a Yahoo account
Search Retargeting Yahoo Search users who searched for specific keywords Yahoo Search
Mail Domain Yahoo Mail users who received emails from specific domains Yahoo Mail
Purchase Receipt Yahoo Mail users who have received email indicating that they have completed a purchase or payment Yahoo Mail
Point of Interest (POI) Location People who visit specific points of interest with the specified recency or frequency. User event data from Flurry SDK, Yahoo Apps and Native and Search advertising impressions; lat/long from Yahoo partners
Lookalike People who have similar interests and behaviors as those of your existing audiences An automated process that uses current and historical data to determine patterns in customer behavior
Predictive Users who are likely to perform an action defined by the advertiser Machine platform learning that evaluates over 600 points to determine patterns in customer behavior
Composite Create an audience from different data sources A combination of Verizon Media data, campaign data, and third-party data

You create and manage advertiser-level audiences on the Audiences list view page. There, your audiences are stored for easy sorting and reference.

Seat Audiences

Build a seat-level audience for all the advertisers across your seat. The following table provides information on each audience type that you can create at the seat level:

Audience Type Description Data Source
Search Retargeting Yahoo Search users who searched for specific keywords Yahoo Search
Mail Domain Yahoo Mail users who received emails from specific domains Yahoo Mail
Purchase Receipt Yahoo Mail users who have received email indicating that they have completed a purchase or payment Yahoo Mail
Point of Interest (POI) Location People who visit specific points of interest with the specified recency or frequency. User event data from Flurry SDK, Yahoo Apps and Native and Search advertising impressions; lat/long from Verizon Media partners
Composite Create an audience from different data sources A combination of Verizon Media data, campaign data, and third-party data

You create and manage seat-level audiences on the seat-level Audiences page. There, your audiences are stored for easy sorting and reference.

Filter Your Audiences

You can filter the advertiser Audiences page (or the Custom tab for seat-level audiences) to show only the types of audiences you are interested in viewing. You can filter by the source (the source that the audience data comes from), and by the type of data. For seat-level audiences, you can also sort by who has access to the audience (the entire seat, or a particular advertiser).

Check out the following sections for details:

Filter by Source

You can filter the advertiser Audiences page (or the Custom tab for seat-level audiences) to show only audiences that come from certain sources.

The Source filter includes the following options:

  • Advertiser: Segments you create using advertiser-owned data, such as retargeting pixel segments, email list segments, or segments you import to DSP from a DMP. DSP considers composite audiences to be advertiser-sourced because they usually contain first-party advertiser data.
  • Oath: Segments you create using Verizon Media’s data, like mail domain or search keyword segments you build using the DSP audiences tool.
  • Modeled: Segments you create using lookalike or predictive modeling.
filter-audiences-by-source

Filter by Data Type

You can filter the advertiser Audiences page (or the Custom tab for seat-level audiences) to show only audiences that are made up of a particular type of data.

The Data Type filter includes more specifics than the Source filter. It includes subgroups representing each of the data types associated with each source.

  • Advertiser Custom: From this subgroup, you can filter by the specific audience types that you create using advertiser-owned data (Composite, Conversion Pixel, Device ID List, Email Address List, Imported Segment, and Retargeting Pixel).
  • Oath Custom: From this subgroup, you can filter by the specific audience types that you create using Verizon Media-owned data (Mail Domain, POI Location, Purchase Receipt and Search Keyword).
  • Modeled Audiences: From this subgroup, you can filter by either specific type of modeled audience (Lookalike or Predictive).
filter-audiences-by-data-type

Filter by Access (Seat Level Only)

If you’re a Seatholder, you can filter by seat audiences or advertiser audiences on the seat-level Audiences page.

You filter by access as follows:

  • Seat Audience: Select the Seat Audience radio button to see only your seat-level audiences.
  • Advertiser Audience: Select the Advertiser Audience radio button to see advertiser-level audiences. You can then type an advertiser name in the Search Advertiser field to see only that advertiser’s audiences.
filter-audiences-by-data-type

Targeting and Insights

See the following help pages for further information on audience targeting and audience insights.

  • For details on audience targeting (including pre-built audience segments) check out Audience.
  • For information on the Audience Insights available for most audiences, see Audience Insights.