Web Third Party Audience Campaigns

Third-Party Audience Campaigns help you drive brand awareness and grow your customer base by running targeted Web Display ads to people who are most likely to be interested in your brand.

They’re built using over 2,000+ attributes from Experian, a trusted data provider. These include details like customer behavior, demographics, interests, lifestyle, business information, financials, location, life events, and purchase intent. 

Your ads appear next to content your ideal customer is already engaging with—making it easier to increase brand awareness and drive results.

Our smart bidding technology, BidIQ™, works behind the scenes to make sure your ads are shown to the right people, at the right time, with the right message. This means less wasted budget and better performance.

Launch a new Third Party Audience Campaign for Web

• Log in to AdRoll and go to Campaigns > Ads on the left side navigation menu.
• Click Create and select Ad Campaign.
• Select Third Party Audience as your Marketing Goal and click Next.
  
• Choose a clear Campaign Name to easily identify it in AdRoll reports and dashboards. We recommend using a consistent naming convention.
• Under Campaign Settings > Channel confirm your Third Party Audience Campaign should run on Web and click Done to move to the next step. Learn where do we serve Web ads here.

Choose a Campaign Schedule

Choose your Campaign Schedule and click Done to move to the next step

• Start immediately upon approval or select a future date/time.
• End on a specific date/time or run indefinitely.
• Campaigns must run for a minimum of 5 consecutive days.
• If selecting a specific time of the day, it will be set in Coordinated Universal Time (UTC).
• Upon campaign submission, there will be a review period of up to 48hrs before going live.

Choose a Bidding Strategy

Choose your Bid Strategy and click Done to move to the next step.

• You have the option to choose from Conversions, Clicks, and Impressions as Bid Strategy. 
• We suggest skipping Advanced Options and launch your campaign with AdRoll's default settings. Click here to learn how to customize Day Partying, Frequency Capping, General Exclusions.

Configure your First AdGroup

By default your campaign will have one AdGroup called AdGroup 1. AdGroups are containers within your campaign to serve different ad sets to different audience segments with custom schedules, content categories and keywords. You can't set individual budgets for each AdGroup.

• Choose an AdGroup Name to easily identify it in different reports and dashboards.
• Optionally, use a Custom AdGroup Schedule if running multiple AdGroups at different times. If toggled off the AdGroup follows the general campaign schedule.

Choose your Audience

Choose the audience you want to target by selecting an existing Third Party Audience segment you already created, or creating a new one. 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.

In this example we are creating a Third Party Audience called In Market Electric/Hybrid Car.

The logic behind creating this example audience combines AND/OR logic balancing reach and precision:

(Income ranges = $175-199k OR 200k-249k OR >250k)

AND

(Purchase Predictor In Market - Automotive - Fuel Type = Electric Car OR Hybrid)

Choose your Audience Location

Choose your Web Audience Location by including countries, states/regions, cities, or zip codes. You can also apply exclusions. In the example below we are targeting Chicago, excluding the state of Hawaii.

The Audience Size Estimator will indicate the audience is too narrow until you continue to the next step adding categories and keywords.

Confirm your Audience Size Estimation

After adding content categories or keywords, the Audience Size Estimator will indicate the audience is too narrow until you continue to the next step adding categories and keywords.

Select Environments

We recommend using the default setting Automatically to maximize your reach across Desktop, Mobile Web, and Mobile App and cover 100% of traffic.

Alternatively you can adjust your campaign to serve ads only on specific environments:

• Desktop: Larger screen real estate for more detailed ad content and different user behavior and intent compared to mobile platforms.
• Mobile Web: Broader reach across various websites and lower barrier to entry and often more budget-friendly. Excellent for brand awareness campaigns and contextual targeting.
• Mobile Apps: Immersive ad formats like interstitials.

Select your Ads and Creative Guidance

• You can choose existing ads from your Ad Library, Create new Web ads and Native Ads on the spot, Upload Ads, or requests a free ad set* from us.
• If you want to use multiple ad sets we recommend using different AdGroups.
• At a minimum add the 6 recommended Static Web Sizes. Adding more sizes boosts your reach.
• Expand your reach by adding Native ads that appear natively on a site or feed or Video Web ads.
• For brand awareness campaigns, use high-level branding and lifestyle images to attract new customers. These ads aim to introduce your brand and encourage exploration, while retargeting campaigns focus on conversions.

Choose your budget and Payment method

Enter your daily budget, billing information and click Done.

• Your budget will be automatically allocated among your AdGroups by BidIQ.

Once you're done setting your campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft.

Campaign Success Metrics

Third-Party Audience campaigns help you reach high-intent users based on detailed attributes like demographics, lifestyle, behaviors, and more. These campaigns are ideal for precision targeting and scaling quality traffic.

Here are the recommended success metrics:

• New Visitors: First-time users who visited your site after clicking an ad.

• Engaged Visitors: Users who viewed 3+ pages or spent significant time on site.

• Impressions: Total times your ad was served.

• Reached Users: Unique individuals who saw your ad.

These campaigns focus on qualified reach and future conversions—ideal for growing your customer base efficiently.