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What is audience list

Audience list targeting is a feature that lets you create an audience list based on various types of data sources (audience sources). Associate them to ad groups and deliver (or not deliver) ads to the audience included in the list.
This help explains how to create audience lists to be used on audience list targeting.
What is the audience list
Max limit of the audience list
Before creating the audience list
Audience list type
What is the audience list
This list stores the audience you want to target (or not) for ad delivery. You can use the audience list you created to deliver ads (or not) to users in your list.
Learn more about   The way to select the audience list type
Max limit of the audience list
The audience list has the following upper limits:
    	
  • 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 the audience list.
Also, the following audience list types have individual upper limits:
    	
  • Similar audience: up to 100 lists
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  • Custom: up to 100 lists
Before creating the audience list
When you create an audience list, you need to add your data source as an audience source.
Using this data based on your audience source, you can create an audience list.
There are two types of audience sources as follows:
    	
  • 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.
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  • When using an audience list, you need to acquire a site retargeting tag.
    When you have not acquired a site retargeting tag, you will be prompted 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
Website visitors
Customer data
Custom
Similar audience
Combination
Default
The way to select the audience list type
The appropriate audience list type differs depending on the target of ad delivery and the way of linking the data.
When creating a new audience list, refer to the following flowchart to select the audience list type.
*Click on the image to enlarge.
The detail of each audience list type
Refer to the detail of each audience list type as follows.
Rule
It is a narrowed list by specifying rules for the following accumulated users.
    	
  • Users who visited the site where the site retargeting tag was placed.
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  • Users linked by the app events
You can specify rules such as “URL,” “custom label,” “referrer URL” etc.
Learn more:
Tips
The audience list (rule) will be discontinued in the near future. We recommend using “website visitors” that works as same as “rules” when delivering ads to website visitors.
When setting a targeting based on the app event information, continue using "rules." Learn more about 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.
You can’t specify “event type.”


Learn about the details of each rule below.
Customer data
This audience list stores the list of users created by the advertiser's accumulation and analysis.
You can create the list by importing the user list (customer data file) through the Campaign Management Tool and Yahoo! JAPAN Ads Display Ads API.
Learn more:
Import data and create audience list of customer data
Import user identifier data and create custom list
Custom
This audience list stores the list of users created by the advertiser's accumulation and analysis and the list linked from the data connecting tool.
Depending on the data type linked, you can connect data to the user list through the Campaign Management Tool, data connecting tool, and Display Ads API.
Tips
The audience list (custom) will be discontinued in the near future. We recommend using “customer data” that works as same as “custom” when creating an audience list by importing customer data. If you continue using the data connecting tool, use “custom.”
Learn more:
Similar audience
This audience list stores the list of users with similar behavioral history to the base list.
By analyzing the behavior history on Yahoo! JAPAN, users with similar behavior history on the web are extracted as similar users to the users of the base audience list.
The type of base audience list is limited to one of the following:
    	
  • Rule
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  • Website visitors
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  • Customer data
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  • Custom
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  • 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.
    The user size of the similar user list becomes zero 28 days after you import customer data. (Similar users count in the base list when it exceeds 100 in the past 28 days.) To avoid this, import again within 28 days when you create a customer-data list to use an audience list based on similar users.
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  • After setting up for a campaign or ad group, it may take up to two days for the ad to start delivery. If you have a scheduled delivery date, create an audience list in advance.
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  • 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 duration, 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 can't 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
This list is a combination of the following audience lists:
    	
  • Default
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  • Rule
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  • Website visitors
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  • Similar audience
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  • Custom
    • 	
  • Customer data
Default
This is an automatically created audience list if you issued a site retargeting tag before November 23, 2021. Currently, the default list won't be created automatically.
The default audience list includes the following users:
    	
  • Users who visited the site where the site retargeting tag was placed.
    • 	
  • Users linked by the app events
Tips
The audience list (default) will be discontinued 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”
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  • 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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