Audience Targeting Overview


For a given campaign, you can target specific audiences. This allows you to focus your spend on audiences that are more likely to convert, based on different attributes.

Taboola Backstage supports a variety of audience targeting types:


As a rule-of-thumb, we recommend a separate campaign for each audience targeting option. The exception to this rule is when one audience type is included - and the other type is excluded.


Targeting multiple audience types in your campaign, narrows your audience and limits your campaign reach (AND Operation).
Adding more audiences within a single audience type, widens your audience and increases your campaign reach (OR Operation).


Audiences - Guidelines

  • Marketplace Audiences (aka Audience Segments):
    • To fetch a list of available Marketplace Audiences, use the Backstage API Dictionary.
  • Custom Audiences:
    • To create Custom Audiences from Taboola Pixel, use the Backstage API (or the Backstage UI).
    • To create Custom Audiences from CRM data, use the Backstage UI.
    • To set up DMP Integration or Custom Third Party Segments, speak to your account manager.
  • Lookalike Audiences:


Audience Targeting - Guidelines

  • Once your audience exists (regardless of how it was created), you can apply targeting via the API - as described in the topics that follow.
  • The API supports targeting for all audience types - with the exception of Campaign Clickers. (For the most part, Taboola Pixel has replaced Campaign Clickers.)