Audience Management


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

  1. Data Sharing and Pricing
    • Set data access control at admin and audience segment levels.
    • Share data with specific publishers or buyers, and revoke sharing as needed.
    • Set data price per segment 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.

Getting Started

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

  1. Import First-Party Data
  2. Edit Segment 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 Segments in  Audience > Audience SegmentsBulk Upload Segment (see details below).
      3. Share the DP ID with your DMP to send the data to PubMatic for the registered segments.
  • Pixel
    • Place a PubMatic pixel on your website to generate first-party data.

    • To add a pixel:
      1. Select Audience > Audience Segments from the main navigation.
      2. Click Add a Pixel .
      3. Enter details for the pixel. 
        Note: Pixel Name is a required field.

      4. Click Save or Save and Generate Pixel.
        The generated pixel can be viewed at any time from the Audience Segments tab. Click the vertical ellipsis for the segment and select View Pixel Script from the menu. 

    • To view all segments, from the Audience Segments tab, select PubMatic from the Source filter.

Bulk Upload Segments

  1. Select Audience > Audience Segments from the main navigation.
  2. Click Bulk Upload Segments and select Bulk Upload Segments from the menu.
  3. Click Download CSV Template and open the file.

  4. Add segment details and save the file.

    Keep PubMatic Segment Id blank. Mandatory fields are noted.
  5. Return to Bulk Upload Segments.
  6. Click Choose File and locate the saved file.
  7. Click Upload Segments.
  8. Click Done.

See CSV Data Definitions below.

View Past Uploads

To view and correct failed uploads, use the View Past Uploads function. 

  1. Select Bulk Upload Segments > 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 Segments.
  4. Click Done when complete.

2. Edit Segment Details

After your first-party data has been imported, update the segment name, description and price. You can edit segment details individually or in bulk.

Edit Individual Segment Details

  1. Select Audience > Audience Segments from the main navigation menu.
  2. Click the vertical ellipsis next to a segment to expand the Single Actions menu. Select Edit to edit the segment.

  3. Make the required edits, then choose  Save.

Edit Segments in Bulk

  1. Select Audience > Audience Segments from the main navigation.
  2. Select the checkboxes for the segments you would like to take action on.

  3. Click the vertical ellipsis next to the Source Seg ID column heading to expand the Bulk Actions menu.
  4. Select the action from the menu you want to take on the selected segments and 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 audience segment. Use the instructions in the Audience Source documentation to set permissions at the source level. 

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

    NOTE: 'No Access' is the default level of access. To enable sharing, contact your account manager to change the default.
  • Allow All: Segments are shareable with any buyer or publisher in PubMatic. 
  • Allow Publishers Only: buyers and DSPs are not available from the Share With drop-down.
  • Allow Buyers Only: publishers are not available from the Share With drop-down.

Share Audience Segments with Buyers or Publishers

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

NOTE: 'No Access' is the default level of access. To enable sharing, contact your account manager to change the default.
  1. Choose Manage List to display selection boxes.
  2. Select one or more segments.
  3. Use the Actions drop-down to activate, deactivate, or add to shared.  

  • Activate: activates a deactivated segment so it can be used by publishers, buyers, and/or DSPs again (depending upon its assigned permissions).
  • Deactivate: takes a segment out-of-play so it cannot be used by publishers, buyers, or DSPs.
  • Add to Shared: opens the Share With Audience dialog box if the permissions for the selected segments are compatible. If the permissions for your selections are incompatible for bulk processing, Add to Shared will be disabled. See Share With Audience below.
You can also Activate/Deactivate individual line items using the popup menu in the list's right-hand Action column.

Adjusting Sharing Permissions

  1. Follow the steps above to select Add to Shared.
  2. Use Select for a permission level to select specific publishers, buyers, and/or DSPs.
  3. Select options from the drop-down (for example, Select Publishers), to open the picker.
  4. Select options from the list on the left, then choose Done.

    TIP: use the search box to quickly find specific publishers, buyers, or DSPs.

    Additional Picker Options:
  • Use the Select All button to add all items in the left-hand list to the selected list on the right. You can also scroll through the list adding selected published to the right-hand list, and you can also filter the list by entering a publisher's name, or a portion of a name.
  • Use the Clear All button to clear the right-hand list and start over, or use the Cancel button to abandon your changes.
  • Use the Done button to confirm your selections and close the picker.

4. Target Data

To learn more about targeting data refer to the following documentation:

5. Generate Real-Time Reports

To learn more about generating real-time reports, refer to:

  • 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 audience segments 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

When you download or upload segment details, the following columns of data are present in the CSV file.

Column HeadingDefinition
PubMatic Segment Id (Should be kept blank for Create)This is an auto-generated segment ID on the PubMatic platform. Generally used for internal troubleshooting.
Source Segment Id (Mandatory)This is the segment ID on the source DMP from where the data is being sent. This segment ID MUST match the segment ID when data is sent via the Audience APIs by the DMP.
Segment Name (Mandatory)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 segment is targeted on a PMP deal.
Is Enabled (Y/N)

Enabled = Y means an audience segment will be available in reports and targeting.

Enabled = N means an audience segment will NOT be shown in reports and clients will not be able to target it.

If there is an active deal targeting this segment, the audience segment cannot be set to N. Please pause the deal to disable the segment.
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.

⇧ Top

Do you have feedback on this document? Let us know: email us.

Table of Contents