To drive the best performance possible for your campaigns, Taboola provides audience targeting options based on interest, behavior, demographics, business and buying intent (note: varies by market)
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This allows you to focus your spend on audiences you know you want to target or audiences who are most interested in buying your product or services.
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Unique to Taboola is the Audience Insights report. This actionable report allows you to make smart targeting decisions based on an audience's predicted ability to drive the highest ROI.
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This article will review how to access the Audience report to find the best audiences to target. Then, it will review how to set up a campaign to target these top performing audiences.

Visit our Advertiser Data Use Policy here.

How to Access Audience Reporting

To access reporting, take the following steps:

Very Important note!

Every user in the Taboola network can be part of many segments of users. For example, someone might fall into the “Male,” “Business Professional,” and “Pet Owner” categories.

As a result, clicks and actions from one user can show up in multiple segments in the By Audience report. Therefore, the data in the report will add up to more than the total clicks/spend/actions in the campaign.
If you do not see the "Conversion rate vs average", make sure it is not turned off in the customize columns feature.
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*For Taboola Pixel clients, the field may be hidden by default, it can be found by selecting it in the columns tab. For a how to click here.

Not all campaigns will get a recommendation. If you see a blank in the cell for that audience segment in the "Conversion rate vs average" column, it means there is not enough data to form a prediction or the segment may not perform well for the campaign.

If a specific campaign does not have any recommended segments, you should consider: changing up the campaign creatives, using more lenient targeting to reach more users, increasing the budget, or tracking more valuable post click actions using the Taboola Pixel to increase the overall amount of actions captured.
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There are two ways to launch a new audience targeted campaign:
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Important note!

We recommend to select a campaign that has a spending history of at least two weeks at $50/day and is running on all the Taboola network without many restrictions (for example, is running only on specific sites or targeting only one region), in order to have enough data to predict the best performing audiences for you.

This option allows you to duplicate the run of network (RON) campaign and add the selected/desired audiences. This option is best if you wish to create an audience targeted campaign that is strongly predicted to perform well based on data from the RON campaign.

In order to create a campaign from the By Audience report, do the following:

While it is recommended to build audience campaigns based on data from your existing campaigns, sometimes you already know what audiences you’d like to target.

In order to create a campaign from the Campaign Management page, do the following:

You can edit your Audience Segment targeting at any time by returning to the Edit Campaign page.

Keep Run-Of-Network Campaigns Running: One of the main benefits of audience segment targeting is the ability to access audience segment data in any Taboola campaign in the By Audience tab of Campaign Summary. To maintain your reach as well as the ability to continually optimize your data-targeted campaign you should continue your RON campaigns. This way you will stay informed… Maintain run-of-network, wide-reaching campaigns in order to stay informed about which audiences are engaging or converting most efficiently with your content. Let the data speak for itself.

Raise Your Audience Targeting CPC: As with any granular targeting functionality, focusing your campaign on a specific audience greatly reduces your potential scale. In order to maintain scale on campaigns when targeting specific audiences, it is strongly recommended to run these campaigns with a higher CPC bid than your run-of-network campaigns.

In which countries are audiences available?

Audiences are available globally. However, available providers and audiences will vary on a country by country basis. When you select a country to target in your campaign, the audiences available for that country will automatically populate under Marketplace Audiences.

Can I combine audiences from different data providers?

Yes.

For Sponsored Content campaigns, in the marketplace audiences UI, if you select an audience from a provider that doesn’t support “multi-partner”, adding audience segments from other providers will be disabled. Vice versa, if you select an audience from a provider that does support multi-partner, providers that don’t support it will be disabled for selection.

For Video campaigns, you can target multiple segments from the below providers within a single campaign:

How do I know the size of the segment I'm targeting?

In the Audience Targeting section of Edit Campaign in Backstage, you can view the size of your marketplace audiences (third party data and Taboola Audiences) on Sponsored Content campaigns. The Audience Size shows the estimated number of people in an audience daily, averaged over the last 28 days. The size will appear next to the provider name as seen below in two examples. The estimated size includes the selected countries, but does not include other campaign restrictions such as blocked publishers, platform etc.

Important notes!

If audience size couldn't be retrieved (due to a technical issue), you will see "couldn't retrieve size". Any size below 100K will be shown as "<100K". These audiences are not recommended for targeting as they are expected to yield very low scale.

There are a few things to keep in mind.

If you do not see the "Conversion rate vs average", make sure it is not turned off in the customize columns feature.

For Taboola Pixel clients, the field may be hidden by default, it can be found by selecting it in the columns tab.

Make sure you've set the right conversions to be included in your totals column as this is the data we will use to make your recommendations.

Not all campaigns will get a recommendation. If you see a blank in the cell for that audience segment in the "Conversion rate vs average" column, it means there is not enough data to form a prediction or the segment may not perform well for the campaign. Try increasing the date window to at least 30 days.

If a specific campaign does not have any recommended segments, you should consider: changing up the campaign creatives, using more lenient targeting to reach more users, increasing the budget, or tracking more valuable post click actions using the Taboola Pixel to increase the overall amount of actions captured.