Segmented audiences include groups of users who share similar traits. You’ll add segments or groups of segments to the audience to reach that unique group of users. These audiences can be highly specific or more broad, depending on your campaign’s goals and your scale considerations.

You can also add custom data segments to a Segmented audience: Target custom audiences across various data partners, and onboard and apply your own custom segments. Targeting general Segmented audience segments is acceptable for most campaigns; however, we recommend that advertisers intending to reach very specific audiences create a custom Segmented audience. When you create a Segmented audience from your own custom segments, you can target a more precise segment of users based on the criteria you define, and tailor your messaging to select populations.

Refer to Segmented audience overview to learn more about in-platform Segmented audience segments, or continue reading to learn more about onboarding your own.

Your account, Segmented audience, and campaign must meet the same criteria as the Segmented audience eligibility requirements to onboard and target the custom segments that you onboard to the IQM platform.

While you can onboard your own custom segments outside of these entities, we also partner with the following data providers to support custom audience onboarding. Note that the data onboarding process may differ between each partner, as this process takes place directly with them.

Refer to your preferred data partner’s Help documentation for more information on how to share your data with them for custom segment creation.

When you bring your own data and would like to create a custom audience from it, we recommend doing so by creating a Matched audience. You can complete this process by following the steps outlined in Create or manage a Matched audience.

If you’d still like to create a segment out of this data instead, onboarding custom advertiser segments takes place outside of the IQM platform and includes the following process:

You can use the Audiences app to create one Segmented audience at a time. You’ll follow the same process as you would if you created a standard Segmented audience, but you’ll select your custom advertiser segments rather than our curated ones.

Refer to Create or manage a Segmented audience for step-by-step audience creation instructions.

Segmented audiences can be targeted via new or existing campaigns in the Audiences app or Campaigns app. Refer to Create or manage a Segmented audience to learn how to assign a Segmented audience to your campaigns.