Sometimes, advertisers may find it useful to segment users into different pools based on custom variables attached to a single pixel. This can be useful for planning, remarketing, and reporting based on various segments of larger audiences.
In order to create tag-based audiences, you need to make sure custom variables are available for your pixels.
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If your advertiser uses Campaign Manager 360 to track conversions, make sure you have at least one Floodlight activity that includes at least one custom Floodlight variable. (These custom variables control the parameters you can use to build tag-based audiences in Display & Video 360.)
For more information, see the Custom Floodlight variables article in the Campaign Manager 360 Help Center.
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If your advertiser doesn't use Campaign Manager 360 to track conversions, make sure you have at least one custom variable set up in Display & Video 360. For more information, see Manage custom variables for tag-based audiences.
Create a new tag-based audience
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First, make sure that you meet all of the requirements above. If you're unsure about your configuration, please speak to your support representative to verify your setup meets the technical requirements necessary for building tag-based audiences in Display & Video 360.
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In Display & Video 360, navigate to your advertiser, then click Audiences > All Audiences in the left menu.
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Click New audience > Tag-based audience, then in the window that opens:
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Enter a name for the new tag-based audience.
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Select a Floodlight activity to use as the basis for this tag-based audience.
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Alternately, you can also select "Any pixel" if you want Display & Video 360 to use any pixel that technically supports the custom variables you're utilizing in this tag-based audience
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In the custom variables section, add conditions to define your tag-based audience. Note that you can use "Add rule to narrow" to join more multiple logical conditions together.
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Click Save.
Audience lists will start populating immediately after they've been created, but won't include users matching the criteria from pixel loads in the past. After you've saved your audience, it will be available immediately for targeting and reporting purposes.
Meaning of logical conditions
1. The "is not in" operator means that the custom variable value you specify is not present in the list of values for the custom variable. For example, if you have a custom variable called "products" with the following values:
- shoes
- shirts
- pants
and you use the "is not in" operator to create an audience of people who have not purchased shoes, you would exclude people who have purchased shoes from your audience.
2. The "is in" operator means that the custom variable value you specify is present in the list of values for the custom variable. For example, if you have a custom variable called "products" with the following values:
- shoes
- shirts
- pants
and you use the "is in" operator to create an audience of people who have purchased shoes, you would include people who have purchased shoes from your audience.
3. The "is not empty" operator means that the custom variable value you specify is not empty. For example, if you have a custom variable called "name" and you use the "is not empty" operator to create an audience of people whose names are not empty, you would include people whose names are not blank.