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Creating an Audience

OpenAudience

Marketers


The Create New Audience screen is where you build your new audience by adding criteria in the various sections. As you build your audience, the Audience Criteria section displays the estimated reach of the audience so that you can appropriately size the audience.

create new audience screen


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Creating a New Audience

There are different ways to create an audience. Consult the corresponding tab based on your needs.

Shows you how to create an audience from the ground up or by loading a custom audience.

To create a new audience:

  1. From the Audiences List screen, click New Audience located on the top right.

    The Create New Audience screen appears.

  2. Select the desired Audience Type:

    Audience TypeDescription
    Create New AudienceTo create a new audience.
    Load Custom AudienceTo load an existing custom audience as template from the Choose Audience list:

    Use Direct AudienceTo create an audience by using a provider’s segments. For instructions, see the Creating an Audience from a Provider’s Segments tab.

    (Optional) If you need your audience to contain only CTV devices, activate the CTV-only Audience toggle.

  3. Type the Audience Name and a Description in the corresponding fields. All fields except Audience Name are optional, however, you cannot save an empty audience. At least one selection must be made.

  4. In the Audience Criteria section, define the group of segments you need to include or exclude. For example, if you need to include segments:

    1. In the Includes section, click Add Segment to open the Includes > Group dialog.

      includes > group dialog

    2. In the Location section, select one or more location types:

      In this fieldDo this
      StateSelect one or more US states from the list.
      DMA (Designated Market Area)Select one or more DMAs from the list. You can also select to copy and paste multiple DMA codes.
      Zip CodeType a zip code. You can also select to copy and paste multiple zip codes.
      Congressional DistrictSelect one or more congressional districts from the list.

      Items added as Included show a green checkmark .

    3. In the Demographics section, select the Age range (age over 19 only) and Gender (Any, Female, or Male).

    4. In the Predefined Audience Segments section, include one or more predefined segments. This allows you to target consumers that might meet your campaign goals without needing any other data or analysis.

      Predefined SegmentsDescription
      Partner AudiencesContains a list of all the segments you can select by category.
      Third Party DataContains a list of third party providers segments.
      Past Browsing InterestsContains a list of past browsing interests segments.

      You can hover over a segment to display its description:

    5. In the First Party section, include one or more of your segments as needed. For more on how to upload your data files to create segments, see Uploading Segments.

    6. Click to return to the Create New Audience screen.

  5. From here, you can add additional groups or subgroups of segments as needed. When adding more than one group to include, you will be able to select a match criteria option:

    • (AND): Targets users that belong to all selected segments/segment groups.
    • (OR): Targets users that belong to at least one of the selected segments/segment groups.

    NOTE

    For more about segment groups and subgroups, see About Boolean Logic Based Audience Creation.

  6. If you need to define segments to exclude:

    1. In the Excludes section, click to open the Exclude > Group dialog.

    2. Select your criteria in all sections (Location, Demographics, Predefined Audience Segments, and First Party). Excluded segments show a red label .

    3. Click to return to the Creating an Audience screen.

  7. To save your audience, click located on the top right.

Your new audience is now saved and listed in the Audiences List screen with a Publishing status. If you need to view the audience details, you can click on the audience row to open the audience’s details screen.

Shows Direct Audience providers how to create an audience using segments onboarded via the Direct Audience data pipeline.

To create an audience by utilizing a Direct Audience provider segment(s):

  1. From the Audiences List screen, click New Audience located on the top right.

    The Create New Audience screen appears.

  2. From the Audience Type list, select Use Direct Audience, and then select Choose Provider to see available segments from a given provider. Only segments from the organization a user is logged into will appear. In the following example, LiveRamp is selected.

  3. In the Match Type list, select one of the following export types. In this example, we are selecting Bidstream:

    Match TypeDescription
    OA MatchAll IDs (Cookies, MAIDs, CTV IFAs, RampIDs) OA Match (OpenX’s identity graph) linked with users in a given audience are exported and eligible to be targeted in associated deals on the OpenX Exchange.
    BidstreamOnly source IDs provided in Direct Audience segments are exported and targeted in associated deals on the OpenX Exchange. OA Match is bypassed entirely, so no user based ID expansion occurs. Source IDs are only exported if they are addressable in the bidstream (only MAIDs, OpenX synced cookie and Ramp IDs are currently supported).
    Bidstream PlusAvailable only for OA Match mapping file or OA Match High Precision partners.

    • For OA Match mapping file partners, only identifiers like Cookies and MAIDs directly linked to source IDs in mapping files are exported and targeted in associated deals on the OpenX Exchange. Source IDs are also exported if addressable in the bidstream (only MAIDs, OpenX synced cookie and Ramp IDs are currently supported).
    • For OA Match High Precision partners, only identifiers deterministically linked to Hashed PII are exported.
    NOTE

    The CTV-only Audience toggle is only available when selecting OA Match.

  4. Type the Audience Name and a Description in the corresponding fields. All fields except Audience Name are optional, however, you cannot save an empty audience. At least one selection must be made.

  5. In the Audience Criteria section, define the group of segments you need to include or exclude. For example, if you need to include segments:

    1. In the Includes section, click Add Segment to open the Includes > Group dialog.

      includes group dialog (for liveramp > bidstream)

    2. From the Liveramp Segments list, select one or more segments, as needed.

      Segments included are listed with a green checkmark under Direct Audience Segment. These segments are the same ones from the Your Segments page.

    3. Click to return to the Create New Audience screen.

      NOTE

      For Bidstream and Bidstream Plus match types, the Estimated Reach data is not updated as you include or exclude segments. This feature is only available when selecting OA Match.

  6. From here, you can add additional groups or subgroups of segments as needed. When adding more than one group to include, you will be able to select a match criteria option:

    • (AND): Targets users that belong to all selected segments/segment groups.
    • (OR): Targets users that belong to at least one of the selected segments/segment groups.

      NOTE

      For more about segment groups and subgroups, see About Boolean Logic Based Audience Creation.

  7. If you need to define segments to exclude:

    1. In the Excludes section, click to open the Exclude > Group dialog.

    2. Select your criteria in all sections (Location, Demographics, Predefined Audience Segments, and First Party). Excluded segments show a red label .

    3. Click to return to the Creating an Audience screen.

  8. To save your audience, click located on the top right.

Your new audience is now saved and listed in the Audiences List screen with a Publishing status. If you need to view the audience details, you can click on the audience row to open the audience’s details screen.


About Boolean Logic Based Audience Creation

When creating an audience, the boolean logic gives you the ability to craft highly custom audiences using AND/OR relationships between segments and segment groups. This works for both OpenAudience segments and Direct Audience segments.

You can achieve this in the Audience Criteria section where you can:

  • Select and combine audience segments to create segment groups and nested segment subgroups.
  • Create complex AND/OR relationships between segment groups and segments subgroups.

The Estimated Reach data gets updated as you include or exclude segments. Estimated Reach is only available for custom audiences and Direct Audiences using the OA Match match type.


To add segments to a group:

  1. In the Audience Criteria section, click in the Includes group.

    The Group dialog appears.

  2. Complete the criteria fields as needed.

  3. If you add more than one group, select one of the following match criteria options:

    • (AND): Targets users that belong to all selected segments/segment groups.
    • (OR): Targets users that belong to at least one of the selected segments/segment groups.

  4. (Optional) To add a subgroup to your group:

    1. On the corresponding group, click .
    2. On the subgroup, click .
    3. In the Subgroup dialog, complete the criteria fields, and then click .

    Repeat this process as needed.

  5. (Optional) Add a segment in the Excludes section. To do so, you must first add a segment in the Includes section.

  6. Once you have defined your groups and subgroups in both Includes and Excludes sections, save your audience by clicking .