Creating an Audience

The first step to creating an audience is to click the ‘Create New Audience’ button on the Audience Overview screen.


When you click the button a wizard will be displayed as a dialogue over the Audience Overview screen where you can input the:

  • Audience Name: Choose a name that will allow you and others in your organisation to easily identify the audience from a list and in DSP Seats or other external tools.
  • Visit Date: This is the time period during which a profile matching the query will have been active on the network. This can be a date range up to 13 months in the past or 30 days into the future, or a rolling audience that runs every 24 hours for a specific time period.
  • Audience Attributes: This is your chance to add the desired attributes and logic rules you require to define your audience such as sites, numbers of visits, interests, probabilities, etc.

The attributes typically consist of a number of components:

Attribute Selection


There are a number of attributes that can be used to create audiences, either in isolation or in combination. Note that the following all assume the logic rule “is” but you can also outline attributes to omit by using the “is not” logic rule:

  • Property: The websites used as a source for your query. Adding a property means only profiles who visited that property during the selected time period will be returned. You can also assign a ‘minimum visits’ rule to seek more engaged audiences.
  • Device: The source device used by a visitor. This could be Mobile, Desktop, Tablet or Other. Interest / Intent: This returns profiles which have the matching intent or interest based signals that were active during the selected time period.
  • Country: This returns only users from the matching geographical area.
  • Referrer: This string match returns profiles that arrived into the network from referrers that CONTAINS or DOES NOT CONTAIN the value added to this field.
  • Real-time TV Spot: If your account is set up to handle TV Audiences, they will be available to select from this dropdown list. Choose a TV Spot from the list of available options, then set a viewing probability to find profiles who match having seen the spot on TV.
  • Gender: This returns only users who have been inferred or confirmed to match the selected gender. Set an optional confidence score to only return profiles above this level of confidence for the selected gender.
  • URL path: This returns only users that visited a specified URL within the organisation’s domains.
  • Brands: This allows you to find audiences with an interest in specific brands.

Logic Operator


Often you will want an audience to be more sophisticated than is possible with a single filter - this is where the AND/OR logic rules come in.

If you are aiming to combine multiple filters (i.e. “this property with this interest”) then you’ll need the AND operator. Click the ‘Add Rule’ Button and you can start adding multiple filters to the group to make it as specific as you require.

You can, of course, combine the AND/OR logic rules to create even more powerful audience groups. Just be mindful that the more specific your audience is the smaller the pool of potential profiles will be. However, you can get an idea of your audience size by looking at the ‘Estimated Audience Reach’ at the bottom right of the wizard, which will change as you add and remove attributes and logic rules.


When you have finished building your filters and logic, click the ‘Create Audience’ button and you will be taken back to the Audience Overview page. Querying can take several minutes depending on the server load and query complexity. However there is no need to keep the page open as the query will complete in a background process and show in the UI when available. A notification will also be displayed when the query has completed.