Audience Management

PubMatic Audience Management tools provide publishers and buyers granular control of their data, using three primary capabilities:

  1. Data sharing and pricing

    • Set data access control at admin and source audience levels.

    • Share data with specific publishers or buyers, and revoke sharing as needed.

    • Set data price per audience and change as needed.

  2. Data targeting
    • Target 1st Party Data on ONLY owned inventory via PMP Deals.
    • Widen reach by creating Targeted PMPs to target your data on any Publisher's inventory you choose. 
    • Provide data access to specific or all buyers, for a data fee, that allows buyers to target publisher data on any publisher inventory available on PubMatic.
  3. Real-time reporting
    • Learn who is targeting your data and where, and the total revenue it generated.
    • Monitor data performance on PMP deals.

Get started

Managing audiences includes the following steps, with details provided below:

  1. Import first-party data
  2. Edit audience details, including name, description, and price
  3. Share data with publishers or buyers
  4. Target data
  5. Generate real-time reports

1. Import first-party data

First-party data can be imported from the following two types of sources. Contact your account manager to implement these source options.

See CSV Data Definitions below.
  • DMP
    • PubMatic is integrated with most major DMPs. For new integrations, please contact your account manager. 

      Refer to the list of DMPs integrated with PubMatic for details.
    • To import the data from an integrated DMP:
      1. Get a Data Provider Account ID (DP ID) in the Audience Source tab using the instructions in the Creating and Editing an Audience Source documentation.
      2. Register the Audience in  Audience > AudiencesBulk Upload Audiences (see details below).
      3. Share the DP ID with your DMP to send the data to PubMatic for the registered audiences.
  • Pixel
    • Place a PubMatic pixel on your website to generate first-party data.

    • To add a pixel:
      1. Select Audience > Audiences from the main navigation.
      2. Click Create Audience, and select Add a Pixel:
      3. Enter details for the pixel. 
        Note: Pixel Name is required.

      4. Click Save or Save and Generate Pixel.
        View at any time from the Audiences tab: click the  drop-down for the audience and select the View Pixel Script menu item.



    • The Audiences tab lists all audiences by default. To filter the audiences shown in the list:

      1. Use the Find field to reduce the list to those with a specific ID or name. 

      2. Enter an audience name in the Search filter of the Source drop-down, then click a name in the results on the left, to move it into the list of selected filters on the right. Click Done to apply your filter selections.

      3. Filter by audience Status, which includes: AllActive, or Inactive.

Bulk upload audiences

  1. Select Audience > Audiences from the main navigation.
  2. Click Bulk Upload Audiences, then select the Bulk Upload Audiences menu item.
  3. In the Upload Audiences dialog, if you are:
    • Creating new audiences, click Download Create Template.
    • Updating existing audiences, click Download Update Template.


  4. Open the downloaded template, add audience details, then save the file.

    Leave PubMatic Audience Id blank and note required fields.
  5. Return to the Upload Audiences dialog and click Choose File.
  6. Locate and select the saved file.
  7. When the file name appears in the Import File section, click Upload Audiences.
  8. Once you see the Successful Uploads message, you can either click Done to close the Upload Audiences dialog, or click Upload More Audiences to repeat from step 3 above.

Learn more:

View past uploads

View and correct failed uploads, using View Past Uploads

  1. Select Bulk Upload Audiences > View Past Uploads
  2. Click Failed from the Actions column to view the failed upload.
  3. Correct the errors, save the file and upload it using the instructions above for Bulk Upload Audiences.
  4. Click Done when complete.

2. Edit audience details

After importing your first-party data, update the audience name, description and price. You can edit audience details individually or in bulk.

Edit individual audience details

  1. Select Audience > Audiences from main navigation.
  2. Click the  Single Actions drop-down next to the audience row you want to edit, then select the Edit menu item.


  3. Make the required edits, in the Details panel of the Edit dialog. You can edit the fields, Audience NameDescriptionPrice (required), and Status (required). Name and Description will show you when you've reached the maximum amount of allowed text.
  4. Click Save to close the dialog and save your changes.

Edit Audiences in Bulk

  1. Select Audience > Audiences from main navigation.
  2. Check the left-column box for the each audience row you want to edit.
  3. Now click the  Bulk Actions drop-down next to the Source Audience ID column heading.
  4. Select the menu action to apply to the selected audiences, then follow the prompts.

3. Share data with publishers or buyers

PubMatic takes data security very seriously and provides multiple levels of control to protect your data while continuing to make it easy to leverage your data for monetization and inventory yield.

There are two levels of data sharing controls:

Share Permissions at the Audience Source

Access settings of the audience source determine the shareability of the audiences. Use the instructions in the Audience Source documentation to set permissions at the source level. 

  • No Access (Default): audience sharing is disabled.

    No Access is the default access setting. To enable sharing, contact your PubMatic account manager to change the default.
  • Allow All: shares audiences with any PubMatic buyer or publisher. 
  • Allow Publishers Only: shares only with publishers. Buyers and DSPs do not appear in the Share With drop-down.
  • Allow Buyers Only: share only with buyers and DSPs. Publishers do not appear in the Share With drop-down.

Share Audiences with Buyers or Publishers

Sharing audiences makes them available in PMP deals for publishers and targeted PMP for buyers. Data for shared audiences also appear on audience discovery and insight reports.

No Access is the default access setting. To enable sharing, contact your PubMatic account manager to change the default.

  1. Click the  Single Actions drop-down in the left-column of the audience row you want to share. In addition to sharing, available options are:
    • Activate: activates a deactivated audience so publishers, buyers, and/or DSPs can use it again (depending upon its assigned permissions).
    • Deactivate: takes a audience out-of-play so publishers, buyers, or DSPs cannot use it.
    • Manage Sharing: opens the Share Audience With dialog if the permissions for the selected audience are compatible. If the permissions for your selected audience are incompatible with sharing, the Add to Shared item is disabled. See, 3. Share data with publishers or buyers.
  2.  Click Manage Sharing to open the Share Audience With dialog. See, Adjusting sharing permissions.

Adjusting sharing permissions

  1. Follow the steps above to select Manage Sharing.
  2. The Share Audience With dialog provides settings to share your audience with publishers, buyers, and DSPs. The first time opened for a new audience, the default sharing settings for all three partner types are All, which means that the selected audience is shared across all of PubMatic's partners.
  3. If you want to narrow the scope of the sharing options, you can the Select setting to choose specific publishers, buyers, and/or DSPs. For example, click the Publishers > Select option, then click the Select Publishers, drop-down to open the picker:
  4. Click options from the left-hand list, to add them to your preferred selections list on the right. 
  5. When you've finished making selections, click Done to save your list.

    Use the search box to quickly find specific publishers, buyers, or DSPs.


    Additional Picker Options:

    • Select All: add all items in the left-hand list to the right-hand selected list. Scroll through the Select Publishers list to selectively add specific publishers to the right-hand list. Filter the list by entering a publisher's, buyer's, or DSP's name (depending on which partner type you've currently selected), or a portion of a name in the Search field.
    • Clear All: clear the right-hand list and start over, or use the Cancel button to abandon your changes.
    • Done: confirm your selections and close the picker.

4. Target Data

See the following documents to learn more about targeting data:

5. Generate Real-Time Reports

See the following references to learn more about generating real-time reports:

  • Publishers: Use the Audience Insights report to track the performance of your audience data. To access this report, select  Analytics > Audience Insights from the main navigation in the Publisher UI.
  • Buyers:  Use the Audience Discovery reports to discover publisher audiences of interest to work directly with publishers or create  Targeted PMPs. To access this report, select Reports > Audience Discovery in the Media Buyer Console.

CSV Data Definitions

The downloadable CSV file provides the following data columns:

Column HeadingDefinition
PubMatic Audience Id (Should be kept blank for Create)This is an auto-generated audience ID on the PubMatic platform. Generally used for internal troubleshooting.
Source Audience Id (Required)This is the audience ID on the source DMP from where the data is being sent. This audience ID MUST match the Source Audience ID when data is sent via the Audience APIs by the DMP.
Audience Name (Required)Name of the audience to be created. 
DescriptionDescription of the audience.
Account Id (Mandatory)The publisher Id in the PubMatic platform.
Data Provider Id (Mandatory)This is created for the publisher for a specific DMP. It must be used in the Audience API when sending the data. You can get the DP-ID from Audience Source.
Data Price (CPM in $)Default Data Price = 0. If the data price is greater than zero, the price is charged to the buyer when the audience is targeted on a PMP deal.
Is Enabled (Y/N)

Y = audience is available in reports and targeting.

N = audience is NOT shown in reports and is not available for client targeting.

Enabled = N is ignored if an active deal is targeting an audience. Pause the deal to disable the audience.
Client Id (Mandatory if account Id is absent)This is the Publisher ID on the DMP. This should be used only in exceptional cases where DMPs do not maintain PubMatic Publisher ID information. This is not required if the DMP maintains PubMatic Publisher Id.
Comments (Indicates Failure Reasons)Leave Blank.




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