Creating audience segments

Last updated on April 19, 2017

You can create audience segments in order to package a group of users on behalf of an advertiser account. Once these users receive pixels, you can retarget them. Here is a basic example of how an audience segmentA group of users with similar traits or characteristics. works:

Audience segment example

  1. A retail website sets up an audience segment for "Incomplete Shoppers" to retarget users who don't complete orders.

  2. A user navigates around the siteAn OpenX component that represents top-level domains or subdomains and is used to organize ad units. Sites enable you to target and report on inventory performance. and adds a number of items. In this process, the user receives a pixel, which places him or her into the "Incomplete Shoppers" bucket. If the user never completes the order and reaches the final confirmation page, then he or she remains in the "Incomplete Shoppers" bucket.

  3. The user returns to the site a few days later. The site can then entice the user within the "Incomplete Shoppers" bucket with specific offers or campaigns so he or she is more likely to complete the order.

  4. If the user completes the order, on the final confirmation page, a pixel can be called to remove the user from the "Incomplete Shoppers" bucket.

To create an audience segment:

  1. Open the account screen of the advertiser account for which you want to set up retargeting.

  2. Navigate to InventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. > Audience.

  3. Click Create Audience Segment. The Create Audience Segment screen is displayed.

  4. In the Name field, type a descriptive name for this audience segment.

  5. In the Account list, select the publisherAn account type that represents a business with ad space to sell. or network account to which this audience segment belongs. This determines the advertisers that have access to the audience segment for targeting their campaigns.

    Important: You cannot change this setting after you create and save the audience segment.

  6. Set a day or hour Expiration Window for the segment (the length of each user's inclusion in the segment), and select one of the following:

    The maximum Expiration Window is 90 days.

  7. (Optional) Specify the following details for the new segment:

  8. Click Create. This saves the segment and opens the view audience segment screen to the Assignment tab, where you can retrieve the beacon code (either Image or JavaScript). You can insert this code into your websites or provide it to your partners so that they can place it in the source code of their websites.

This topic applies to Ad Server. This topic applies to Programmatic Direct.