Create a reusable audience

Last update: October 28, 2026

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You can save and manage reusable audiences, which are groups of audience segments that you can use as targets or exclusions for multiple placements. Reusable audiences can include any first-party and third-party segments that are available to you, and even other saved audiences.

Create audiences using the AI-assisted audience agent in either the unified AI Assistant or in the Audiences > All Audiences view, or create audiences manually.

NOTE

(Advertisers for whom DSP converts hashed email IDs to LiveRamp RampID segments) First-party RampID segments that aren’t attached to an active, scheduled, or paused placement are paused. The segment is noted in the segment list as “Auto paused.”

Generate a reusable audience using generative AI

Create a reusable audience using AI Assistant

Beta feature

Support for English only

Give AI Assistant an audience brief or describe the audience characteristics you want to include or exclude in natural-language prompts. In the audience definition, you can refine the optimization criteria, ID types to include, and first-party segments to exclude. Once AI Assistant assembles a list of the matching audience segments, you can refine the segment list before you save the audience.

NOTE

This feature is in beta mode and is subject to change. Make sure that the generated audience expression represents the audience you want before saving the audience and using it for your placements.

Open AI Assistant:
- In the main menu, click Audiences > All Audiences. Above the data table, click Create > Create with AI.
- In the upper right of any page, click .
Define the audience:
1. Create an initial prompt to define your audience in either of the following ways:
  - Enter your own target audience brief or some of the audience characteristics you want to include and exclude.
  - To see examples of target audience briefs and optionally copy one to use:
    1. Click Build to expand the section.
    2. (Optional) To copy the text of an example audience brief into the prompt box:
      1. Click the example.
      2. (Optional) Edit the text to suit your needs.
  See “Write prompts and respond to the audience agent” and “Best practices for creating an audience brief.”
2. To submit the prompt, click .
  
  You can ask multiple questions in one prompt, but only one prompt at a time. Wait for a response before you can send another prompt.
  
  A panel opens to the side, with the audience definition in the Step 1: Audience Definition tab. The definition includes all defined audience filters, optimization criteria (including device ID types and universal ID types to include), and any of your first-party segments to exclude. If you didn’t specify limitations, then segments are based on optimizing for the highest volume, including all device type ID types and universal IDs, and including all of your first-party audiences.
  
  When applicable, AI Assistant suggests additional audience filters to help you create a more effective audience brief. You can accept or reject the suggestions.
3. (Optional) Refine the audience definition:
  - To change the optimization criteria between the Highest volume to Lowest cost, prompt AI Assistant to do it or click next to Criteria, select the criteria, and then click Apply.
  - To change between including all ID types (including all device type ID types and universal IDs) and only specific ID types, prompt AI Assistant to do it or click next to ID type, select the ID types to include, and then click Apply.
  - To exclude any of your first-party segments, prompt AI Assistant to do it or click in the First-party segments to exclude section, select any segments you want to exclude for the audience, and then click Apply.
  - Submit additional prompts as needed to describe the audience characteristics you want to include and exclude. To submit each prompt, click .
When the audience definition meets your criteria, specify the segments to include:
1. Prompt AI Assistant to search for matching segments. You can say “ok,” “go,” “continue,” “search,” or any relevant term or phrase.
  
  The Step 2: Audience Segments tab shows the proposed audience name, the audience size and distribution, the Boolean audience expression, and a list of the included audience segments grouped by characteristic.
2. (Optional) In the Audience segments section at the bottom, do any of the following:
  - To expand each group of audience segments, click > next to the count.
  - To copy the segment IDs of the included audience segments to your clipboard, click Copy rule.
  - To remove segments from the audience, prompt AI Assistant to do it or click , deselect any segments you want to remove from the audience, and then click Apply.

When you’re satisfied with the assembled audience, click Save Audience to create the specified audience.

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NOTE
To edit the audience later, edit the audience expression manually.

Create a reusable audience using the audience agent from the Audiences > All audiences view

Beta feature

Support for English only

Give the audience agent an audience brief or natural-language prompts describing the audience characteristics you want to include and exclude.

NOTE

This feature is in beta mode and is subject to change. Make sure that the generated audience expression represents the audience you want before saving the audience and using it for your placements.

In the main menu, click Audiences > All Audiences.
Above the data table, click Create.
In the New Audience settings:
1. Enter a unique Audience Name.
2. (Optional) Deselect the option to Share with all advertisers in my account.
  
  When you share an audience, the audience becomes available as a target or exclusion to all advertisers within the account. However, the individual segments in the audience are available only to users to which the segments are shared. For example, if you share an audience containing Adobe Analytics segments with an advertiser who isn’t mapped to the same Analytics account, then the segment isn’t previewed in that audience for that advertiser. Only the segments available to that advertiser are previewed in the audience.
3. Click Save.
Build the audience:
1. Enter one or more prompts to describe the audience characteristics you want to include and exclude. To submit each prompt, click .
  
  For more information, see “Write prompts and respond to the audience agent” and “Best practices for creating an audience brief.”
  
  When applicable, the agent suggests additional segment filters to help you create a more effective audience brief. You can accept or reject the suggestions.
  
  As the audience agent finds relevant segments, it creates a Boolean audience expression based on your criteria. It also asks for your approval before looking for matching segments to assemble the audience. You can optionally ignore the request and continue to specify additional audience criteria instead.
2. When the audience agent presents an audience expression that adequately describes your audience, tell the audience agent to proceed with assembling the audience.
  
  You can enter “proceed,” “okay,” “ok,” “yes,” or another similar word. The agent lists all suggested segments for each trait (such as “Parents”). To see details about the individual segments suggested for a trait, expand the trait.
3. (If necessary) Specify additional criteria. When the audience agent presents an audience expression that meets all of your criteria, tell the audience agent to proceed with assembling the audience.
  
  To assemble the audience, enter “proceed,” “okay,” “ok,” “yes,” or another similar word. The agent lists all suggested segments for each trait (such as “Parents”). To see details about the individual segments suggested for a trait, expand any trait.

When you’re satisfied with the assembled audience, click Create to create the specified audience.

note
NOTE
To edit the audience later, edit the audience expression manually.

Write prompts and respond to the audience agent writing-prompts

Guidelines for writing audience prompts

Use clear, descriptive language to describe the target audience.
- You can enter complete sentences or a string of characteristics. Punctuation isn’t required except when necessary for clarity.
- In general, prompts are case-insensitive.
- The audience agent recognizes most common synonyms.
Be specific:
- Provide details about all audience characteristics that you want to include and any characteristics that you specifically want to exclude. Providing more details increases the likelihood of obtaining results that meet your needs.
- Identify locations, device types, and data providers to include or to exclude.
You always have a chance to edit the audience filters, optimization criteria, first-party segments to exclude, and the final segment list before you save the audience. Proving full details to start shortens the process.
Iteratively provide details to refine your criteria and the generated audience expression before you save the audience.
The audience agent won’t automatically save a generated audience expression as an audience. You can only save an audience by clicking the Save Audience or Create button, which are outside of the prompt area, so you can undo any changes that you don’t want to keep.

See “Best practices for creating an audience brief” for further ways to optimize prompts for audiences.

Prompt limitations

References to existing audiences.
Text in languages besides English.

How to respond to the audience agent

When the audience agent needs a response from you, you can reply using keywords in the request or using common synonyms.

Confirm whether to proceed

If you are okay with the proposed expression, I can start searching segments for each of the traits (based on the search filters above), and assemble the matching segments into the audience. Would you like me to proceed?

Your affirmative replies: “proceed,” “okay,” “ok,” “yes,” or another similar word

You can also ignore the request and continue to specify additional audience criteria instead.

Choose from suggested options

Would you like to:
1) Proceed with this expression,
2) Get maximum reach alternatives, or
3) Modify the expression manually?

Your reply: 1, proceed, 2, maximum reach, and so on.

You can also ignore the request and continue to specify additional audience criteria instead.

Best practices for creating an audience brief audience-brief-best-practices

An audience brief is a strategic writeup that defines the target audience for a campaign. A well-crafted brief helps the DSP audience agent identify the most relevant segments to assemble your targetable audience.

Components of an effective audience brief

Include as many audience attribute types as possible from the following list in your brief. Be specific about attributes you want to exclude.

Demographics

Includes attributes like age range, gender identity, marital status, household composition (family size, presence of children, multi-generational households).
Socioeconomic Indicators

Establishes financial capacity through household income (HHI) bands, education level, occupation/job titles, employment status, and home ownership status.
Geographic Parameters

Defines location scope including country/countries, region (EMEA, APAC, NA), population density (urban/suburban/rural).
Interests & Affinities

Identifies passions and preferences such as hobbies (sports, arts, outdoor activities), media consumption patterns, brand affinities, and lifestyle activities (travel, dining, entertainment).
Psychographics

Captures mindset and values including aspirations (status-seeking, self-improvement), core values (sustainability, innovation, tradition), personality traits (risk-takers, early adopters), and purchase motivations.
Behavioral Signals

Observable actions including purchase behavior (shopping frequency, channel preferences, brand loyalty), online behavior (website visits, content engagement, social media activity), and offline behavior (store visits, event attendance, memberships).
In-Market Intent

Identifies purchase readiness through product/service categories being researched, purchase timeline (immediate, near-term, long-term), and relevant life events triggering purchase decisions.
Life Stage

Current phase understanding including career stage (student, entry-level, mid-career, executive, retired), family stage (newlyweds, new parents, empty nesters), and major life transitions.

Example of a well-structured audience brief for a prospecting campaign

The following is an example of a strong audience brief for a campaign to drive awareness and trial for a premium meal kit subscription service:

The target audience consists of adults aged 28-45 (60% female, 40% male) with household incomes of $85K or more, college-educated professionals living in the USA. Psychographically, they are health-conscious individuals who value convenience and quality, aspire to be home cooks, and are food enthusiasts seeking better work-life balance. They actively engage with cooking and culinary content, follow health and wellness trends, shop at farmers markets, and prefer organic foods. Behaviorally, they are online grocery shoppers who use subscription services, dine out at restaurants 2+ times per week, and engage with food content on social media. They are currently in-market for meal planning solutions and food subscription services, with many focused on weight management and healthy eating programmes. The audience includes young families with children and dual-income households, as well as career-focused professionals. The brief excludes current subscribers and those following vegan/vegetarian diets as the initial launch focuses on protein-centric meal plans.

Manually create a reusable audience

In the main menu, click Audiences > All Audiences.
Above the data table, click Create > Create manually.
In the New Audience settings:
1. Enter a unique Audience Name.
2. (Optional) Deselect the option to Share with all advertisers in my account.
  
  When you share an audience, the audience becomes available as a target or exclusion to all advertisers within the account. However, the individual segments in the audience are available only to users to which the segments are shared. For example, if you share an audience containing Adobe Analytics segments with an advertiser who isn’t mapped to the same Analytics account, then the segment isn’t previewed in that audience for that advertiser. Only the segments available to that advertiser are previewed in the audience.
3. Click Save.
Click the Switch to manual mode button in the right panel.

The AI option is the default.

Build the audience:

note
NOTE
As you build the audience, detailed audience size data is updated in the right panel

To create the segment logic manually, using segments available on the Third Party Segments, First Party Segments, Adobe Segments, Custom Segments, and Saved Audiences tabs, do the following.
- (Optional) Search for a segment name, description, or path.
  
  Search results include segments based on the exact terms you use. When you enter multiple terms, all of the terms must be found for a segment.
- To add the first segment, locate the segment in the left panel, and select the check box next to the segment name.
- To add a segment to an existing segment group:
  1. Click the segment group in the right panel.
  2. (Optional) Change the group logic to Include Any, Include All, or Exclude All, as needed.
    
    Exclude All isn’t available to the first segment group. For an audience that includes only exclusions, build this audience as Include Any and then, within a placement, select that audience from the Excluded Audiences menu.
  3. Locate the new segment in the left panel, and select the check box next to the segment name.
    
    The segment group is automatically updated with the new segment.
- To add a new segment group:
  1. Click + New Group in the right panel.
    1. (Optional) Change the logic between the previous group and the new group to And or Or, as needed.
    2. Locate the segments for the new group in the left panel, and select the check boxes next to the segment names.
    3. (Optional) Change the group logic to Include Any, Include All, or Exclude All, as needed.

To use segment logic from an existing audience:

Copy the segment logic from the existing audience in any of the following ways:
- In the All Audiences view, hold the cursor over the audience row, and then click More > Copy to Clipboard.
- In the settings for the existing audience, at the top of the segment logic panel, click More > Copy to Clipboard.
- In a text editor, manually create the segment logic using alphanumeric segment IDs and Boolean syntax, and copy it to your clipboard.

Click paste in an audience rule to begin building, paste the existing segment logic into the input field, and then click Apply.

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NOTE
If the audience already includes any segment logic, pasting in new segment logic overwrites the existing logic.

Click Create.

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