Documentation
Explore ad:personam's audience targeting segments. Learn about available categories, CPM pricing, geographic coverage, and how to reach the right users with cookie-based audience data.
Audience targeting lets you reach specific user groups based on demographics, interests, and online behaviours. ad:personam's Data Marketplace gives you access to hundreds of pre-built audience segments — so you can move beyond broad impressions and deliver ads to the people most likely to engage.
How Audience Segments Work
Audience segments group users who share common traits — browsing habits, purchase intent, demographic profiles, or lifestyle interests. These segments are built from cookie-based tracking data provided by third-party data providers and integrated directly into ad:personam's platform.
When you add an audience segment to your Line Item, ad:personam bids only on impressions where the user matches the selected segment profile. This increases relevance and improves campaign performance compared to untargeted delivery.
Audience segments are available for all campaign types (Display, Video, CTV, In-App) within ad:personam.
Geographic Coverage
Audience segments are available across four regions — EMEA, APAC, LATAM, and MENA — giving you broad international reach.
EMEA
| Country | Code | Segments |
|---|---|---|
| United Kingdom | GB | 212 |
| Italy | IT | 186 |
| Austria | AT | 25 |
| Spain | ES | 25 |
| Sweden | SE | 24 |
| Switzerland | CH | 22 |
| Netherlands | NL | 22 |
| Greece | GR | 20 |
| France | FR | 15 |
| Finland | FI | 14 |
| Denmark | DK | 6 |
| Belgium | BE | 3 |
APAC
| Country | Code | Segments |
|---|---|---|
| APAC (multi-country) | — | 48 |
LATAM
| Country | Code | Segments |
|---|---|---|
| Argentina | AR | 18 |
| LATAM (multi-country) | — | 10 |
| Brazil | BR | 5 |
| Colombia | CO | 5 |
MENA
| Country | Code | Segments |
|---|---|---|
| Turkey | TR | 20 |
| United Arab Emirates | AE | 1 |
| Egypt | EG | 1 |
| Saudi Arabia | SA | 1 |
When selecting audience segments, you can filter by country to ensure your targeting aligns with the geographic scope of your campaign.
Available Categories
Audience segments are organised into categories based on ad:personam's proprietary taxonomy. The following categories are available:
- Arts & Entertainment — film, music, TV, celebrity culture
- Autos & Vehicles — automotive interest, car buyers
- Beauty & Personal Care — cosmetics, skincare, grooming
- Business & Industry — B2B decision-makers, professional sectors
- Demographics — age, gender, income, education, household composition
- Family & Lifestyle — parents, families, life-stage segments
- Finance — banking, investments, insurance
- Food & Drink — dining, grocery, cooking interest
- Games — gaming enthusiasts, genres, platforms
- Home & Living — home improvement, décor, gardening
- Internet & Telecom — tech adoption, connectivity, broadband
- Jobs & Education — job seekers, students, professional development
- Law & Government — legal services, public sector
- Lifestyles — fitness, wellness, luxury, eco-conscious
- News — news readers, current affairs
- Online Communities — social media, forums, community interest
- Pets & Animals — pet owners, animal enthusiasts
- Real Estate — property buyers, renters, movers
- Reference & Language — education, reference tools
- Shopping — retail, e-commerce, deal seekers
- Sports — sports fans, fitness, outdoor activities
- Technology & Computing — tech enthusiasts, software, gadgets
- Travel — travellers, destinations, hospitality
Key Targeting Strategies
Interest-Based Targeting
Connect with users who have demonstrated an affinity for specific topics — technology, fashion, sports, or travel. Interest-based segments are effective for awareness campaigns where you want to align your brand with relevant content consumption patterns.
Behavioural Targeting
Reach users based on past actions — recent purchases, browsing habits, or in-market signals. Behavioural targeting is particularly strong for driving conversions because it identifies users already in an active consideration phase.
B2B Targeting
Direct your campaigns towards decision-makers and professionals within specific industries. B2B segments allow you to target by job function, company size, industry vertical, and seniority level — ideal for lead generation and account-based marketing.
Demographic Targeting
Segment audiences by age, gender, income level, education, or household composition. Demographic targeting is a foundational layer that works well as a complement to interest or behavioural segments.
Considerations
- Cookie dependency — audience segments rely on cookie-based tracking. Coverage may be lower on Safari and other browsers with restrictive cookie policies. For cookieless alternatives, consider IAB Audience Targeting.
- CPM costs — segment fees are added to your media cost. Highly granular segments typically carry higher CPMs, but the increased precision often delivers stronger ROAS.
- Combine with contextual — for maximum reach with privacy resilience, layer audience segments with Contextual Targeting segments.
Related Articles
- Contextual Targeting — target by content environment instead of user profiles
- IAB Audience Targeting — cookieless audience segments for privacy-compliant campaigns
- Targeting — Audience Segments — step-by-step guide to selecting segments during campaign setup