Audience targeting

Audience targeting selects groups of people for advertising using characteristics or signals. Google's audience documentation includes demographics, interests and previous interactions with a business as possible bases for segments.[1] This differs from selecting only a keyword or the website on which an ad appears.

A store might distinguish prospective new buyers from visitors who already viewed a product. Specify whether the audience is a strict targeting constraint or merely a signal for advertising software. That distinction affects how reach and results should be interpreted. The existence of a segment does not itself authorise every possible use of customer information.