Audience

Define your Audience

In this section, you can select the audience you want to reach. You can create a new audience, attach an audience from your saved audiences, select a campaign activity audience, or an uploaded data management platform (DMP) audience. 

Saved Audiences

If you have already created and saved an audience, click on the Saved Audiences button at the top of the section.

Pixel Status

When adding events, the dot indicates the status of the related pixel. Green indicates that the pixel is active, yellow indicates that there low traffic to the event, and red indicates that data is not being received.

Lookalike Audiences

When selecting All, you can combine DMP segments only or combine events that fire simultaneously.

If creating a new audience, you can add suppression events to ensure specific site events are excluded from the ad set. For instance, if you sell flight and hotel bookings and want to focus on flight bookings, you may suppress hotel pages from the campaign.

Note:  Quantcast automatically suppresses all events except the chosen lookalike event. There is no exclude or suppression option.

Retargeting

You can target any combination of Site Events, DMP Segments, Third Party Segments, or Campaign Activity audiences. To add or exclude people within an audience, click +AND Condition or Exclude people. This allows Boolean logic to create specific audiences to suit any needs for your Ad Set.

Video and display ad sets come with additional settings. Depending on how your campaign audiences interacted with your video or display ad, you can use this feature to retarget audiences to drive more traffic, conversions, etc.

• For video ad sets, you can select to target audiences that have Viewed, Clicked, Watched 25%, Watched 50%, Watched 75%, or Watched 100%.

• For display ad sets, you can retarget audiences that have Viewed or Clicked.

NOTE: Click event retargeting is not available for CTV ad sets.

You can also adjust the recency window (between 1-90 days; default is 30 days) for your lookalike and retargeting events. 

• A recency window specifies when a cookie must have visited your site to be eligible for retargeting. If the recency window time period elapses without a visit from the cookie, the cookie is then eligible for lookalike rather than retargeting.

• For Full Performance (both lookalike and retargeting) targeting strategy ad sets, the recency window for the Lookalike and Retargeting event group will always be the same due to their inverse relationship.

Demographics

The Demographic selections can be layered to create your desired audience. Demographics will be optimized towards those chosen selections, but ultimately, we are optimizing for performance and will not exclusively target chosen demos. The bidding system treats Demographics as a soft boundary.

• Gender

• Age

• Children (No Kids vs. Has Kids)

• Income

• Education

• Ethnicity

Keywords

You can refine your audience by selecting Interest Keywords or Contextual Keywords. Interest Keywords target users who have demonstrated interest through their browsing habits, while Contextual Keywords target users who are currently browsing content that matches the keyword.

For both Interests and Contextual, you can choose from Predefined Categories, one or more Keywords, or a combination of those options using AND/OR/NOT logic. Like Demographics, Keywords are a soft boundary. 

Predefined categories are built by Quantcast, providing a convenient way to focus the delivery on people interested in a general concept.  Keywords are specific terms you can combine to tailor the interest focus. If the Predefined Categories don’t cover your needs, you can use these to create a custom interest. 

When selecting keywords, you can: 

• Select one or more interests for an inclusive audience. The example below will target people interested in General Health & Fitness (Category).

• Add a +AND condition interest, which is for a more restrictive audience. The example below will target people interested in Health & Fitness (Category) AND Android (Category) OR iPhone.

• You can also Exclude one or more interests to avoid targeting specific interests. The example below will target people interested in Health and fitness (Category) AND  Android (Category) OR iPhone but NOT interested in Video Games.

Things to note about Keywords:

• Selecting interest or contextual keywords does not guarantee 100% delivery within those definitions. The system will aim to deliver budget and conversions while also optimizing the selected demographics and interests to the extent possible.

• Interest Keywords are based on the content people are reading on the internet but it is not a contextual advertising solution: We do consider the context when analyzing content to distinguish things like apple (fruit) from Apple (tech company) from Apple (Beatle’s record label) so that we can accurately assign topics to the content in question like we do for Contextual Keywords.

• Contextual Keywords are NOT Brand Safety. For information on Brand Safety, see Inventory or FAQs: Brand Safety.