An audience built once on the platform can be used across channels instead of being rebuilt on every network. This keeps targeting consistent and saves your advertisers hours of setup.
Where audiences work
According to the release notes, audiences are used in programmatic, search and social campaigns, and since DMP v1.5 (October 2026) customer lists can be used as audiences on TikTok, Reddit and LinkedIn too, alongside the channels in the Omnichannel Buying form.
How to use one audience everywhere
- Build the audience once: website visitors from the tag, a customer list, or engagers and converters.
- Check its reach before using it; small audiences may be too small for some channels.
- Pick it in the campaign form. Because one form serves every channel, the same audience is offered for each channel you select.
- Read results side by side. Reports show spend, clicks and conversions per channel.
Things to keep in mind
- Match rates differ by channel. The same list can reach more people on one network than another.
- Exclusions travel too. Use one exclusion list of existing customers across many campaigns.
- Consent still applies. Customer lists are matched in hashed form so raw emails never leave the account, but you need a lawful basis to use them.
Related: Uploading customer lists · Omnichannel buying: programmatic, search and social in one form
Nov 13, 2026