Audiences let advertisers bid differently on people they already know about.
Two ways to apply one
- Include (retargeting) — bid only on people in the audience. Bring back visitors who didn't convert.
- Exclude (suppression) — never bid on them. The classic use is excluding existing customers so budget isn't spent re-acquiring people who already bought.
Both are applied in a campaign under Targeting → Audiences. An audience built once is available in every campaign.
Where audiences come from
- Site visitors, streamed in from a CDP — see Connecting a CDP.
- Existing lists imported from a DMP or CSV — see Importing audiences from a DMP or CSV.
How the data is handled
Identifiers are stored as salted hashes, not raw values. There is no cookie sync and no cross-device merging. An audience belongs to the advertiser who created it and is not shared with or visible to anyone else on the platform.
Suppression is the underrated one. Retargeting gets the attention, but excluding converters usually produces a faster, clearer efficiency gain — and it's an easy win to demonstrate to a new advertiser.
Sep 7, 2026