About Audiences

Document created by catherine.racette on Mar 14, 2017Last modified by catherine.racette on Mar 15, 2017
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About Audiences

Depending upon the browsing history and preferences, each visitor to a Web site is mapped to one or more standard segments such as, Males, Age above 21, Sports enthusiast, etc. This mapping is done with the help of cookies. These standard segments belong to one or more data providers. Some of the data providers are associated with Lotame, a leading Data Management Platform which is integrated with PubMatic and can be used by publishers to collect such audience information about their visitors.

An audience is a combination of multiple standard segments. This allows a publisher to target a specific group of visitors who are mapped to all the standard segments present in an audience.


Let's say that a publisher wishes to target a particular group of visitors who are mapped to multiple standard segments, such as Males, Age above 21, and Sports enthusiast. In such cases, a publisher needs to collect information about visitors who belong to these standard segments from multiple data providers and then create a logic to classify only those visitors who belong to all of these segments.

To simplify this process, the publisher can instead create an audience which is a combination of all the required standard segments in the Lotame system. This data is then sent to the PubMatic system at regular intervals. Then, with the help of AIM tags, the publisher is informed by the PubMatic system when a particular visitor is mapped to this audience's ID, that is, it belongs to all of the required standard segments. The publisher can then directly use this information and target this visitor with specific creatives using audience-targeted campaigns.

About Audience Data

Audience data is usage/behavior/interest-based information about unique Internet users, which gives us the ability to accurately draw intelligent conclusions about people’s interests and categorize them into qualified audience segments. Segments are unique groups of users that are created using predefined criteria to selectively serve targeted advertisements or derive detailed user analysis. Audience data is anonymously collected over a period of time across the Internet, to determine or predict user characteristics, behavior, or preferences, typically for use in ad delivery.


Our data partners do not collect personally identifiable information, install software on users' computers, or track keystrokes. Instead, our data partners use Web tags, beacons, or cookies to collect non-personally identifiable information about your audience. PubMatic takes utmost care to ensure that our data partners protect the privacy of the Internet users and publishers.

About Audience Targeting

The Audience targeting technology provides a gateway to reach the right people with the right message at the right time across the complex online advertising ecosystem. Audience targeting technology has been leveraging the data to provide consumer insight, thus enabling the advertisers and publishers to understand and reach their key audiences. The technology provides collection and comprehension of users' interests and intent by analyzing their demography, online and offline behavior, psychography, etc. This non-personally identifiable information is parsed and stored in massive data warehouses. This information about people is clustered into segments, creating exact audiences that can be reached anywhere online. Thus, audience targeting lets publishers command premium rates for their inventory by providing the superior audience segmentation and measurability that advertisers demand.

About Buying Data for Audience Targeting

In today's highly competitive media landscape, differentiating your Web site and media sales offerings is critical to maximizing revenue. Increasingly, advertisers are demanding highly-targeted audiences and advertising environments to host their ads. Audience targeting lets you meet this challenge by extending your most valuable audience to the most relevant advertiser or advertising campaign. You can identify visitors who have previously expressed interest in specific content areas, and reach them elsewhere on your Web site or on partner Web sites. This allows you to maximize the value of previously-undifferentiated inventory, significantly boosting advertising sales.

Every time a user visits your Web site, the audience targeting technology analyzes multiple behaviors to gauge their intent. The data providers categorize the audience by tracking the following user behavior:

  • What are they reading?
  • What sites and pages are they looking at?
  • What are they shopping for?
  • Which search terms are they using?

The expertise offered by our data providers are based on a broad array of standardized segments. Segmenting the audience helps marketers reach highly-qualified consumers based on specific interests and intent. Few audience segment types are as follows:

  • Demographic
  • Auto
  • Entertainment
  • Finance
  • Health
  • Lifestyle
  • Shopping
  • Technology
  • Travel
  • Seasonal
  • Influencers

After categorizing and segmenting the audience, data providers consolidate the data and create a marketplace of behaviors accessible to advertisers and publishers. This helps advertisers and publishers target the relevant audience by using the following methods:

  • Behavioral
  • Re-Targeting/Creative Re-Targeting
  • Geographic
  • Channel
  • Audience Relevant Messaging (ARM)

Audience data enables you to target your Web site users with messages and offers that are relevant to them right now.

About the PubMatic Audiences Feature 

The PubMatic Audience feature allows a publisher to retrieve the third-party audience data for the users visiting its Web site and then use this data to show targeted ads to such visitors.

The Audiences Feature uses the following three tools to achieve the above-mentioned objectives:

  • Audiences - The system-generated and user-created audiences are displayed on the Audience Insights screen. Each audience can be a combination of multiple standard segments which the publisher can use to target a particular group of visitors.
  • AIM tag - This tag can be created using the Audience Insights screen. This tag when invoked from the publisher's Web page allow the browser to collect the audiences' IDs from the PubMatic system to which the visitor belongs and then pass them to the publisher's ad server so that it can then provide a targeted ad to the visitor.
  • Universal pixels - These pixels can be created using the Manage Universal Pixels screen. Each universal pixel can include the DMP's pixel which, in turn, includes a combination of multiple data provider's pixels. When placed on the publisher's Web page, this DMP's pixel retrieves their user IDs, maps with that of the PubMatic system and then the DMP system transfers the relevant audience-specific data for each visitor to the PubMatic system.