About Audiences

This article provides an overview of Verizon Media DSP API support for programmaticly creating, updating, and managing audiences using the DSP Traffic API.


An audience is a collection of consumers with similar interests, habits, or online and offline behaviors. The Verizon Media DSP enables you to build audiences that are most responsive to your campaigns, are most likely to convert, or are otherwise advantageous.

Audiences may be defined at the seat level or the advertiser level. Seal-level audiences can be targeted by any advertiser belonging to a seat. Advertiser level audiences are tied to a specific advertiser.

  • Device ID, Email Address, and Lookalike audiences are all advertiser level audiences.

  • Composite, Mail Domain, Mail Event, Point Of Interest, and Search Keyword audiences can be defined at either the seat level or advertiser level.

Audience Types

The Verizon Media DSP supports the following audience types:

Audience Type



Seat Level

Advertiser Level


Use a composite audience to build and target custom audiences based on a combination of first-party data, third-party data, and Verizon Media data.




Device ID

Use a device ID audience to target custom, device-based audiences. Every device ID audience is based on a list of Apple iOS Identifier for Advertising (IDFA) IDs, or Google Play Advertising IDs (GPADVID) that you provide and use for line targeting.




Email Address

An email address audience is a custom audience you create by providing email addresses.





A lookalike audience expands the reach of first-party audiences by identifying consumers that are similar to known customers. Lookalike audiences may be based on custom data, Verizon Media data, and third-party data.




Mail Domain

A mail domain audience is an audience segment that is comprised of Yahoo Mail customers associated with one or more email domains. A mail domain audience may include consumers that have received email from one or more specified domains, consumers that have not received email one ore more specified domains, or a combination of the two.




Mail Event

Use a mail event audience to target consumers based on sales receipts. Advertisers can define the parameters of their audience based on purchase confirmation emails in Yahoo users’ inboxes for individual products, airline bookings, hotel reservations, and more.




Point of Interest

Use a POI location audiences to to identify and to target consumers who have visited points of interests on specific dates and build custom audiences such as holiday shoppers, vacation travelers, sporting event attendees, and so on.




Search Keyword

A search keyword audience identifies Yahoo Search users based on their search history. Search keyword audiences are defined by an array of keywords (words and phrases searched) and excludeKeywords (words and keywords not searched). Yahoo Search users are included in the audience only if their search history meets both criteria.