Third Party Audiences replaced Demo and Interest campaigns
On April 9th 2025 AdRoll retired Demographic and Interest campaigns and replaced them with Third Party Audiences, a more robust set of audience segments to focus on highly relevant audiences to target them with Web Display and CTV ads. Learn more about this transition here.
Only available in the US
The reach of Third Party Audiences is limited to targeting within the United States.
What are Third Party Audiences
Third Party Audiences allow you to create data-driven audiences to grow your customer base through Web Display and CTV advertising campaigns. Reach for this type of audience is limited to the United States.
This type of audience allows you to refine your targeting with a wide range of 2,000+ attributes, from industry leader Experian, including customer behaviors, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors. Our proprietary bidding algorithm BidIQ powers and enhances Third Party Audiences to reach the right customers, at the right time with the right message without wasting budget and resources.
Benefits of using Third Party Audiences:
Acquire new customers by leveraging rich customer data for 250 million consumers from industry leader Experian. Sourced from 200+ data sources that include public/state records, tax, census, transaction, location, survey, directory data, and more.
These data-driven audience segments are dynamically updated and include demographics, interests, life events, and behaviors to messages reach the right people at the right time and improve engagement with potential customers.
By targeting customers that are ready to purchase and closely match your ideal customer profile, you can significantly reduce unnecessary advertising spend. Third-party audiences update in real time using in-market and purchase history data ensuring you pay only for customers who have proven an interest in your offering.
This targeted approach not only optimizes your budget but also increases the likelihood of conversion, as your ads are more likely to resonate with individuals who are genuinely interested in your products or services. In a competitive market, this strategic allocation of resources can make a substantial difference in your overall advertising success.
Use your knowledge of your existing customer attributes to make your own targeting selections from over 2,000 syndicated audiences, using AND/OR flexible operators to design highly specific segments tailored to your unique campaign objectives.
By combining various criteria, you can hone in on particular demographics or behaviors, ensuring that your marketing messages are delivered to the most relevant audiences to improves engagement rates and maximizes the effectiveness of your advertising investment.
One of the most practical benefits of utilizing Third Party audiences is the ability to save and repurpose successful audience segments for future campaigns.
Once you have identified and built audiences that yield positive results, you can easily use them again, saving you time and streamlining the process of launching new campaigns.
Third Party Audience building includes the following types of attributes:
| Parent Categories | Description | Example | Data fee CPM range per segment* |
|---|---|---|---|
|
Demographic 150+ segments |
Age, Gender, Education, Language, Marital and Parental status, Homeownership and rental, Household Composition, Household Income, Occupation, Ethnicity, |
- Age 40-44 - Bachelor Degree - Married - Working Couples - Generation Z Presence |
$0.80 - $1.50 |
|
Lifestyle & Interests 190+ segments |
Hobbies, values, activities, entertainment, or information they engage with online. |
- Video Gamers - Television - Healthy Lifestyle - Dog Owners - Hotel Reward Program members |
$0.80 - $1.25 |
|
Behaviors 700+ segments |
Reach your ideal customer based on their online and offline behaviors such as purchase history, website visits, searches, online actions, and shipping personalities. |
- Owners of Luxury Cars - Charity Contributors - Shopaholics - Fashionistas - Fitness Device Wearers |
$0.75 - $1.50 |
|
Business (B2B) 40+ segments |
Reach the businesses you want to engage with based on their characteristics such as company size, company revenue, executive title, and industry. |
- Company Revenue - Executive/Management - Owner - Work from Home |
$2.00 |
|
Financial Insights 200+ segments |
Financial insights such as income, credit card balances and score, housing assets, investments, spending by category, and other financial factors. |
- Credit Score 741 - 760 - Annual Discretionary Spend in Apparel $5,000+ - Card Balance last 12 months $1 - $1,999 - $5000+ in annual donations |
$0.85 - $1.50 |
|
Life Events 10+ segments |
Specific points in consumers’ lives such as buying a home, getting married, having a baby, or retiring. |
- First Time Homeowners - Recently Married in last 3 months - Recently Engaged - New Job Seekers |
$0.80 - $1.25 |
|
Location Based 50+ segments |
Location history such as places they frequent, geographical locations. |
- MLB Stadium Visitors - Ski Resort Visitors - Halloween Shoppers - College Students - Theme Park Visitors |
$1.00 - $1.25 |
|
Purchase Predictors 800+ segments |
Who are most likely to make a purchase based on purchase data such as purchase transaction history and browsing behavior. |
- Email Promotion Purchasers - Amazon.com Shoppers - In Market for SUV - Holiday Season Last Minute Shoppers |
$0.80 - $1.50 |
Data Fees
The charges on your invoice are inclusive of data fees.
Who can access
Access to Third Party Audiences is available for all AdRoll plans.
| Your AdRoll Plan | Third Party Audience Targeting |
|---|---|
| Ads Only | Included |
| MAP | Included |
| Advanced | Included |
| Agency | Included |
| Starter (Legacy) | Included |
| Growth (Legacy) | Included |
To find your current package, log in to AdRoll and navigate to Settings > Billing & Subscriptions > Plan & Usage.
Create a Third Party Audience
Log in to AdRoll and go to Audiences > Website tab and select New Audience.
Under the audience creation interface:
- Choose Audience Type as Third Party.
- Specify if the audience that is being created will be used to advertise housing, employment, or financial products. This question is required to align with US Law and Regulations.
Choose the segments that align with your ideal customer profile, such as Interests, Demographics, and Behaviors.
Use flexible operations to customize your audience logic:
Target users shopping for a new car and have a household income between $175K - $199K.
This approach ensures your ads reach users who meet both criteria, making campaigns more focused and effective.
Target users who either have a household income of $175K - $199K or a net worth of $500K - $749K.
This method helps expand your audience by matching any one of the selected criteria.
This setup balances reach and precision by allowing complex audience definitions.
Enter an Audience Name using a naming convention that is easy to identify later across the AdRoll platform and reports, and click Save.
Review your Expected Audience Size
When you create a Third Party Audience in AdRoll you will be able to see an estimated size of the number of people or households eligible to see your ad.
- People: relevant for Third Party Audience Targeting Web campaigns only.
- Households: relevant for Third Party Audience Targeting CTV campaigns only. You should aim at a minimum of 10,000 households.
These numbers do not include any additional campaign targeting criteria and may change over time based on available data. The estimated audience size shown is based on AdRoll's Cross Device Graph and Experian's identity graph syndicated audience data, so you will be able to see audience estimates even if you don’t have the Pixel installed to track your website traffic and your conversions.
Cross channel Third Party Audience activation
Once you have created your Third Party Audience you can target them across Web and CTV channels by launching the following Campaigns:
- Launch a CTV Third Party Audience Campaign to target them on TV streaming devices.
- Launch a Web Third Party Audience Campaign to target them on Web Desktop, Mobile and Apps with web display ads (Static Web, Native, HTML5, and Video).
Third Party Audience FAQs
Where does AdRoll source Third Party Audiences data?
We source Third Party Audience data from Experian, a leading data provider with a vast identity graph, enhanced addressability across channels, and superior match rates for precise and efficient consumer targeting.
Why is the number of households larger than the number of people?
Since Experian attributes are linked to the household, we may return more households than cookies because we can return households that do not have any AdRoll digital profiles in our cross device graph. Households without AdRoll cookies could have device-ids that we can still target via CTV campaigns.
Can I report on the performance of individual Third Party Audience attributes?
Currently we don't support campaign performance reports broken down by individual attribute.
You can instead break down your report for each individual audience by creating an Ad Group for each Third Party Audience.
Can I see the potential reach of my selected audience segments?
Yes, the audience size estimator provides an estimated reach based on the selected attributes. Please note that this estimator does not include any additional filters, like geotargeting, or general exclusions that are applied directly to your campaign settings.
Do I need the Pixel installed to create a Third Party Audience?
No, you do not need the Pixel installed to create a Third party Audience or to launch a Third party Audience Campaign on Web or CTV, however it is highly recommended that you install the Pixel to be able to track your website traffic and conversions.
Will using more audience segments reduce my audience size?
Yes, adding multiple specific audience segments with AND logic can reduce audience size but will increase the precision of your targeting.
What will happen to my active Demographic and Interest Campaigns?
Going forward you can no longer create Demographic and Interest Targeting campaigns for Web, instead you have a more robust set of attributes through Third Party Audience Targeting Campaigns for Web. Learn more about this transition.