Create a retargeting audience

A retargeting audience is the subscribers who have already seen or clicked your ads. Use it to reach them again, or to leave them out.

For agencies

The Retargeting page has no client picker and uses your agency account. Your clients' ads are recorded under each client, so an audience built here stays empty for now.

Before you start

• Your ads have delivered. An audience is built from your own impressions and clicks, so a new account starts empty.

Create an audience

1. Open Retargeting and select Create Audience.
2. Give it a name, or leave Audience Name (optional) blank for an automatic one.
3. Choose the Signal: Viewed (Impressed) or Clicked.
4. Choose the Lookback Window: 7, 14, 30, 60 or 90 days, or All time.
5. For Clicked, set Min Clicks Required: 1, 2 or 3.
6. Choose the Mode: Include (target them) or Exclude (suppress them).
7. Select Create Audience.

Use it on a line item

1. Open the line item and find Audience Targeting.
2. Open Retargeting and tick the audience.
3. Set the line item's CPM at or above the audience's floor CPM.
4. Save the line item.

With Include, the line item serves only to subscribers in the audience. Other opens get no ad from it. With Exclude, it does not serve to subscribers who match the signal.

What happens next

The audience is built when you create it, then refreshed every 30 minutes.

Select a row to load its Floor CPM and Daily Est.

• Floor CPM is the lowest CPM a line item can use with this audience. It can change as the audience refreshes. If it rises above your CPM, the line item stops serving until you raise the CPM.
• Daily Est. is an estimate of impressions a day, not a promise of delivery.

Retargeting ads run only on newsletters that allow them. Publishers opt in, so some newsletters won't carry them.

Extend an audience

To reach more people like the ones in your audience:

1. In My Audiences, select Extend on the audience.
2. Choose the Extension Size: 2×, 3× or 4× core size.
3. Select Create Extension.

The new audience appears under Extended Audiences. It holds your core audience plus similar subscribers.

Your responsibilities

Use retargeting and extended audiences in line with the Advertising Policy. Campaigns may not target minors or use sensitive categories in ways the law prohibits.

If something goes wrong

• Reach shows 0. Your ads may not have delivered in the window. Try a longer window or Viewed (Impressed).
• "cpm … is below the retargeting floor CPM …". Raise the line item's CPM to at least the floor.
• "No retargeting audiences yet" on a line item. Audiences belong to one advertiser. Check that the campaign is for the advertiser you created it under.
• A line item stopped serving. The floor may have risen. Select the audience's row to see the current floor.