Viewing Audiences


Audiences are saved combinations of attributes that describe a population of users. Audiences can be targeted in Media, used to optimize a Site page, or syndicated to external channels for targeting.

Viewing Audiences

  1. Navigate to the DSP logo in the upper left corner. The DSP shows a menu for Advertisers and Admin.

2. Select the Account that contains your advertiser, and then select your Advertiser. The DSP shows all the advertiser's campaigns.

3. Click on Audiences > Audiences. 

Searching Audiences

Click the Search icon in the upper-left corner and then enter your search term. This searches the Audience Name, Audience ID, and Modified By fields for the search term. Only audiences with the search term are displayed.

Click the x next to the search term to clear your search.

Filter Audiences

Click the Filter icon in the upper-left corner to view the filtering options.

  • Syndicated: Select true to include only syndicated audiences. Select false to exclude these audiences.

  • First Party Attributes: Select true to include only attributes created with first-party data. Select false to exclude these attributes.

  • Update By: Select any user to view only audiences modified by that user.

Select Audiences Linked to DMP

You can view the audience that is linked to the DMP by clicking the Devices (DMP) list at the top center of the page.


  • DMP (Devices): The default option. Leave this option selected to use the data

Understanding Audience Data

The Audiences page contains a table. Each row displays an Audience.

The columns in the table are explained in the table below:



Audience Name

A user-defined name that describes the audience being defined. The name of any audience can be changed by editing the Audience.


A unique eight-digit ID, used to identify audiences in technical settings (e.g. API calls).

Estimated Internet Uniques

The Estimated Internet Uniques metric is a prediction of the size of a given audience based on the number of cookies that have had an assigned attribute over the last 30 days. The platform offers the ability to assess the size of an attribute across two different populations.

Select DMP atop the table to view the number of the unique devices available for Types of Targeting in your Campaigns. Clicking on the underlined Internet Uniques number will provide you the additional Owned calculation. The Owned uniques are limited to devices that visited an advertiser's website. Owned uniques are most useful for sizing up attributes for on-site marketing or marketing initiatives limited to existing customers. Also shown are calculations for the number of uniques that are targetable via display advertising vs. mobile.

Some of the Estimated Uniques numbers in the DMP may seem especially large. This is because Estimated Uniques are calculated against unique cookies. Many users have multiple browsers and devices that they use over the course of a month and Therefore, generate multiple cookies over that time period.

Data CPM

If an audience uses third-party attributes that carry an additional targeting cost, the Audience screen will display a usage CPM, which is a CPM that will be assessed for any impression served against those audiences (performing analytics against TPD does not incur this fee). The same CPM applies regardless of the channel and is automatically applied when audiences are targeted using the DMP.


This parameter indicates the last date that the audience was modified. If the audience has never been modified, then this column will display the date the audience was created. All dates are displayed in the US format of MM/DD/YYYY.

Modified By

This parameter indicates the last user who modified the audience. If the audience has never been modified, this column will display the user's name who created the audience.


This column includes the following audience-specific actions:

  • Usage

  • Syndication