Documentation
Reach audiences without cookies using ad:personam's IAB Audience segments. These household-level segments offer privacy-compliant targeting across Display, Video, CTV, and In-App campaigns.
IAB Audience targeting gives you access to cookieless segments that reach users based on household characteristics — without relying on third-party cookies. These segments are built on deterministic, IP-based data and comply with the strictest privacy standards, making them ideal for campaigns where cookie coverage is limited or where privacy compliance is a priority.
How IAB Audience Segments Work
Unlike traditional audience segments that depend on cookie-based user tracking, IAB Audience segments classify users at the household level using aggregated, anonymised data signals. This approach does not require individual user consent for cookie tracking, making it effective across all browsers and devices — including Safari, Firefox, and mobile apps where cookies are blocked.
When you select an IAB Audience segment, ad:personam bids on impressions where the user's household profile matches the selected criteria (e.g., household income, number of children, or interest category).
IAB Audience segments are available for all campaign types: Display, Video, CTV, and In-App.
Geographic Coverage
IAB Audience segments are available across four regions — EMEA, APAC, MENA, and the US — with country-specific segment packages.
EMEA
| Country | Code | Segments |
|---|---|---|
| Germany | DE | 282 |
| Italy | IT | 282 |
| Spain | ES | 279 |
| France | FR | 279 |
| United Kingdom | GB | 263 |
APAC
| Country | Code | Segments |
|---|---|---|
| India | IN | 282 |
| Australia | AU | 279 |
| Singapore | SG | 279 |
MENA
| Country | Code | Segments |
|---|---|---|
| United Arab Emirates | AE | 282 |
US
| Country | Code | Segments |
|---|---|---|
| United States | US | 282 |
CPM Pricing
CPM rates for IAB Audience segments vary by country, ranging from $0.69 to $0.81:
| Country | Approximate CPM |
|---|---|
| Germany | $0.81 |
| France | $0.70 |
| United Kingdom | $0.69 |
These fees are added on top of your media bid price. IAB Audience segments are typically the most cost-effective targeting option in the ad:personam Data Marketplace.
For details on how segment CPM is calculated when multiple segments are selected, see Targeting — Audience Segments.
Available Categories
IAB Audience segments cover household demographics, financial profiles, and interest-based classifications:
- Age Range — household members by age bracket
- Automotive — vehicle ownership, car interest
- Business and Finance — business professionals, financial decision-makers
- Family and Relationships — household composition, family status
- Food & Drink — grocery preferences, dining habits
- Health and Medical Services — health interest, wellness
- Household Data — number of children, household size, income bracket, dwelling type
- Interest — general interest categories and affinities
- Music and Audio — music listeners, audio content consumers
- Personal Finance — income, savings, credit profile
- Real Estate — property ownership, renters, movers
Key Benefits
Cookieless by Design
IAB Audience segments function without any reliance on third-party cookies. This makes them effective in environments where cookie-based targeting fails — including Safari, Firefox, iOS, and in-app placements.
Privacy Compliance
IAB Audience segments use aggregated household-level data rather than individual tracking, aligning with GDPR, ePrivacy, and other data protection regulations out of the box.
CTV and In-App Ready
CTV and In-App environments have minimal cookie support. IAB Audience segments are one of the most reliable ways to apply audience targeting in these channels, ensuring you can reach household-level profiles on smart TVs, streaming platforms, and mobile apps.
Cost-Effective
With CPMs ranging from $0.69 to $0.81, IAB Audience segments offer the lowest data costs in the ad:personam marketplace — making them accessible for campaigns of any budget.
When to Use IAB Audience Targeting
- CTV and In-App campaigns — where cookie-based audience data is unavailable
- Privacy-first strategies — when compliance requires avoiding cookie-dependent segments
- Household-level targeting — reach users by income bracket, family size, or property type
- Budget-conscious campaigns — lower data CPMs maximise your effective media spend
- Layered strategies — combine with Contextual Targeting for cookieless precision, or layer on top of Audience Targeting for broader reach
Related Articles
- Audience Targeting — cookie-based audience segments
- Contextual Targeting — topic-based content targeting
- Targeting — Audience Segments — step-by-step guide to selecting segments during campaign setup