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. For example, you might include empty nesters who love hiking, or doctors specializing in pediatrics.

Review IQM Healthcare audience segments and IQM Political audience segments for more details on these Segmented audience types, and refer to Create or manage a Segmented audience to choose curated audience segments or create your own from thousands of customer attributes.

Healthcare advertisers can create Segmented audiences for precise outreach to healthcare professionals across a number of audience categories. These segments vary by data provider and include NPI-based targeting.

Targeting strategies for Healthcare campaigns can be especially challenging as certain industry professionals don’t have NPI numbers associated with them. For example, you may want to reach nurses who play a major role in educating patients about their treatments and medications. In these instances, you can target nurse audience segments powered by Data360 to reach these healthcare professionals by specialty rather than NPI number. These segments span specialty categories including Diagnosis, Diagnosis Test, Imaging Test, Lab Test, Prescription, Procedure, and Treatment.

Refer to Create or manage a Segmented audience to start building Segmented audiences for Healthcare campaigns.

Political advertisers can create Segmented audiences to reach voter audiences based on a number of audience categories such as demographics, donor status, income, propensity to vote, and more. These segments vary by data provider.

Public affairs advertisers can also create Segmented audiences for campaigns aiming to influence policy and decision-makers in government. The opinions of these individuals’ aides, staffers, family, friends, and more all play a role in influencing how they vote. When you create a Segmented audience from Power Segments, you cross-reference geographic proximity and other signals to identify and reach users in these individuals’ networks. You’ll choose whether to target their “sphere” (closest contacts via PowerSphere segments) and/or “orbit” (second-degree connections via PowerOrbit segments) to achieve your campaign goals.

Refer to Create or manage a Segmented audience to start building Segmented audiences for Political campaigns.

All advertisers are eligible to create and target Segmented audiences. The types of Segmented audience segments you can use, however, depend on the brand’s vertical. For example, only Healthcare advertisers are eligible to target Nurse and Healthcare Practitioner audience segments. Similarly, only Political advertisers are eligible to target Voter and Constituent audience segments.

A campaign must also meet each of these conditions before it becomes eligible for Segmented audience targeting:

*Advertiser vertical: Specialty advertisers are eligible to create and target Segmented audiences that include only non-Healthcare and non-Political audience segments. Healthcare advertisers may be eligible to create and target Segmented audiences that include Specialty and/or Healthcare audience segments.Political advertisers may be eligible to create and target Segmented audiences that include Specialty and/or Political audience segments.

**Audience type: Campaigns typically support targeting multiple audience types. A campaign targeting an ABM audience, however, must only include one or more ABM audiences. For example, a campaign can’t target an ABM audience if it’s already targeting a Segmented audience. Refer to ABM audience overview for more information.

Segmented audiences and their individual audience segments each display a CPM price.

A Segmented audience’s CPM price isn’t the total price of each of its individual audience segments. Instead, its CPM price is the cost of the highest-priced segment. For example, if one audience includes 100 Segmented audience segments, and each of those segments is priced at a $0.10 CPM price, then the audience’s total CPM price is $0.10. In instances where the audience includes differently priced segments, its total CPM price is the cost of the highest-priced segment.

Note that there’s no cost associated with adding segments to a Segmented audience. The listed CPM prices will apply once you run a campaign that’s targeting the Segmented audience.

You can review a Segmented audience’s status on the Segmented Audience page of the Audiences app. Refer to Review a Segmented audience for more information on how to access this page.

In short, “OR” relationships mean that a user must meet at least one condition, while “AND” relationships mean that a user must meet all of the conditions.

A Segment Group applies an “OR” relationship to each audience segment within it. This means that your campaign will target a user if they’re included in any of the Segmented audience segments that you added to the group, as long as all other campaign targeting criteria are met.

A single Segmented audience can include multiple Segment Groups, which allows you to get more specific with your audience requirements. You can choose an “AND” or an “OR” relationship between each Segment Group. For example, an advertiser creates a Segmented audience with two Segment Groups. An “OR” relationship would allow their campaign to target a user if they’re included in any of the Segmented audience segments that they added to either Segment Group. However, an “AND” relationship would only allow their campaign to target a user if they’re included in at least one audience segment from each Segment Group.

Note that “AND” relationships can impact an audience’s scale because they’re more restrictive than “OR” relationships. To help avoid interruptions to your campaign’s ability to spend, review an audience’s estimated Reach prior to targeting it.

Once a Segmented audience features a Ready status, its Audience Breakdown will populate with audience insights across genders, age groups, devices, and geographies. You can review these insights and apply them to your campaign to craft a personalized strategy based on the audience’s key characteristics.

Refer to Review a Segmented audience for instructions on how to locate these insights for a given audience.