Audience insights

Use the Audience insights analysis tool to quickly assess the audience demographics, interests, and behavioral characteristics of the audiences you reach with optimized targeting on display and non-YouTube video inventory. 

Run the analysis

To run the audience insights analysis:

1. From your Display & Video 360 Advertiser, select Audiences > Analysis in the left menu.
2. Select Audience insights.
3. Select an insertion order, then a line item within it.
   Optimized targeting share is available for line items with optimized targeting enabled and at least 2,000 impressions. Estimated audience breakdown by gender, age, Top Affinity audiences, and Top In-market audiences are available for line items with optimized targeting enabled and at least 1,000 impressions per audience segment.
4. Set the Start date for the 7 day period you’d like to analyze. 

You can also access audience insights from the campaign explorer combined view or line item view by clicking the insights icon next to eligible line items.

Analyze the data

Once you've selected a line item, you’ll see an estimated breakdown of the audience by gender, age, Top Affinity audiences, and Top In-market audiences. 

Gender and age breakdowns compare optimized targeting (percentage of the optimized targeting traffic attributed to the audience segment) against a baseline population (the percentage of baseline audience attributed to the audience segment). The baseline audience is the population average for the geolocation, device, and language you select for line item targeting.

Top Affinity and In-market audiences can be sorted based on:

• Impressions: Includes the total impressions from optimized targeting.
• Share: The percentage of impressions from optimized targeting traffic in relation to the baseline population (the percentage of baseline audience attributed to the audience segment).
• Index: The index score provides insight into the reach attributed to optimized targeting traffic compared to the baseline population. For example, a score of 1.5 indicates that optimized targeting reaches 1.5x more of the audience segment than the base population.