Audience Segment

Also known as: user segment, segment

An audience segment is a list of user profiles in which individual internet users are grouped together based on shared characteristics. Those characteristics can include behavioural signals — such as the websites a user visits or actions they take (e.g., completing a purchase or submitting a form) — as well as personally identifiable attributes like gender or geographical region.

A typical example might be "Android users between the ages of 20–35 who live in New York."

Audience segments are used during real-time bidding (RTB) media buys to ensure ads are served only to users who meet a defined set of targeting criteria.