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What is Audience list

Audience list targeting is a feature that allows you to create an audience list based on various types of data sources (audience sources) and set it in an ad group to deliver ads (or do not deliver ads) to the users included in the list.
This help explains how to create audience lists to be used on audience list targeting.
What is Audience List
This is a list of users who want to deliver ads (or do not deliver ads). You can use the audience list you create to deliver ads (or do not deliver ads) to the users on your list.
Audience lists come in the following types:
Rule
Website visitors
Customer data
Custom
Similar audience
Combination
Default
Max limit of Audience list
The audience list has the following maximum number of creations.
    	
  • 400 lists per account
    The count includes the default audience list and the audience list shared from your MCC account.

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  • 500 lists per one site retargeting tag
    In addition to the audience list created by the account that issued the tag (MCC account or ad account), the number of cases will include the lists used by the shared account on the combination of audience list.
Also the following audience list types have individual maximum creation limits.
    	
  • Similar audience: up to 100 lists
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  • Custom: up to 100 lists
Before creating audience list
When you create an audience list, you need to add your data source as audience source.
Using this the data based on your audience source, you can create an audience list.
There are following two types of audience source.
    	
  • Site retargeting tag
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  • Customer data file
The audience source differs depending on the audience list type.
Tips
    	
  • You can view the dashboard of audience source from “Audience source” at the left side menu of the common library.
    • 	
  • When using audience list, you need to acquire a site retargeting tag.
    When you have not acquired a site retargeting tag, you will be promoted to acquire the site retargeting tag when you open the dashboard of the audience source. When you acquire the tag, the audience source “Site retargeting tag” will be automatically created.
Audience list type
Learn about details of each audience list type below.
Rule
It is a narrowed list by specifying rules for the following accumulated users.
    	
  • Users who visited the site where the site retargeting tag placed.
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  • Users linked on the app events
You can specify rules such as “URL”, “custom label”, “referrer URL” etc,.
Learn about details of each rules below.
Tips
The audience list (rule) will suspend in the near future. We recommend using “website visitors” that works as same as “rules” when delivering ads to website visitors.
Also note that when setting a targeting based on the app event information, use “rules” continuously. Learn more on “Deliver ads based on app event information”.
Website visitors
This is an audience list of users who have visited the advertiser's website in the past.
By placing a site retargeting tag on the advertiser's website, users who visit the website will be accumulated in the list.
As with the audience list (rules), you can narrow down the target by specifying rules such as "URL", "custom label", "referrer URL", etc,.
Note that you can’t specify “event type”.


Learn about details of each rules below.
Customer data
This is an audience list for storing the list of users created by the advertiser's own accumulation and analysis.
You can create the list by importing the user list (customer data file) through the Campaign Management Tool.
See also the following help pages.
Create audience list of customer data by importing data
Custom
It is an audience list for storing the list of users created by the advertiser's own accumulation and analysis and the list linked from the data connecting tool.
Depending on the type of data to be linked, the list of users will be linked through the Campaign Management Tool, data connecting tool, and Display Ads API.
Tips
The audience list (custom) will suspend in the near future. We recommend using “customer data” that works as same as “custom” when creating audience list by importing customer data. If you continue using data connecting tool, use “custom”.
See also the following help pages.
Similar audience
A list of users with similar behavioral history with the base list.
By analyzing based on the behavior history on Yahoo! JAPAN, users with similar behavior history on the web are extracted as similar users to the users of the based audience list.
The type of based audience list is limited to one of the following:
    	
  • Rule
    • 	
  • Website visitors
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  • Customer data
    • 	
  • Custom
    • 	
  • Default
Note
    	
  • Similar users will be accumulated if the user size of the based audience list exceeds 100 for the past 28 days, but may not be accumulated even if the user size exceeds 100, such as when there is little analyzable behavior history.
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  • After setting up for a campaign or ad group, it may take up to 2 days for the ad to start delivery. If you have a scheduled delivery date for your ad, create an audience list early.
    • 	
  • Similar users are extracted based on users who visited in the past. When you create multiple similar lists based on an audience list with the same settings but different visit history validity periods, the same users will be included in the audience list as a result.
Tips
    	
  • You can create up to 10 similar user audience lists based on one audience list.
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  • The audience list for similar users you create may also include users in the based audience list.
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  • Even if the based audience list is the same, the number of similar users may vary depending on when it was created.
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  • When the rules change in the based audience list, similar users will be updated accordingly.
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  • Similar users will only have the latest data.
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  • By adjusting the "extension range of similar users" when creating and editing an audience list, you can adjust how much the similarity with the original audience list will be expanded.
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  • You cannot create a list with the same "extension range of similar users" value based on a single audience list.
*The above specifications are subject to change without notice due to future system optimization and processing delays.
Combination
It is the list created by combining the following audience lists.
    	
  • Default
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  • Rule
    • 	
  • Website visitors
    • 	
  • Similar audience
    • 	
  • Custom
    • 	
  • Customer data
Default
This is an automatically created audience list if you issued a site retargeting tag before November 23, 2021. It isn’t created currently.
The default audience list includes the following users.
    	
  • Users who visited the site where the site retargeting tag placed.
    • 	
  • Users linked on the app events
Tips
The audience list (default) will suspend in the near future. If you want to create a list equivalent to the default audience list, create an audience list with the following settings.
    	
  • Audience list type:“Website visitors” or “Rule”
    • 	
  • Rule:Select “Don’t set rules”
*When you select "website visitors", only “users who visited the site where site retargeting tag is placed” will be targeted.
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