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Custom Audiences

Teads Audiences should cover 90% of your needs. However for more bespoke targeting requests you can create a Custom Audience using a combination of Teads data solutions.

What Sources are available?

User Signals:

  • Teads Audiences: A combination of Teads 1st, 2nd, and 3rd party data sources to craft relevant audiences

  • Partner's Data: Self-serve access to 250+ best-in-class 3rd party data providers

  • Page Topics: Semantic analysis of publisher page content

Where to build your Custom Audience

📺 CTV: if your seat is eligible to Connected TV, you will see a “New CTV Custom Audience” option when clicking on “New Custom Audience”. Use this option to create CTV-compatible custom audiences to target on CTV line items.

Within the TAM interface, you will find the "Data Management" tab. Within this tab users have a full view of the Custom Audiences built within their seat and can create new Custom Audiences from scratch via the "New custom Audience" button.

Custom Audiences can also be directly built within the Custom Audience section of the "Standard" line item, as shown below:

Any Custom Audience created in TAM will only be available within the account this has been created in


To show how a Custom Audience can be built in the TAM interface, we will look at a real use case.

A famous camera brand needs to promote its new Digital camera in the UK. For this campaign, we need to target users between 25 and 44 years old, identified as “creative and interested in photography, design, art and fashion”

We can’t use a standard Teads Audience combination as the targeting need is too specific, as it mixes socio-demographic data and interest data with different attributes (age, photography interest, creative)

Let’s build a custom audience then!

Step 1: Fill general information

  1. Give a name to custom audience: UK_advertiser_25-44_Creatives Audience (we recommend a memorable name, so that this is easy to find when searching within your campaign. E.g. including the country created for alongside the advertiser and campaign/ relevant audience name)

  2. Select markets related to your brief, in order to visualise the reach for the country/ countries selected, at audience level

At this stage, a mapping has not completed yet, so reach = 0

Step 2: Add groups & complete your build

GROUP 1: 25-44

This feature allows us to combine some/ all of three different types of data (Teads Audiences, 3rd party data sources, and page topics) and build a custom audience at scale.


1) Firstly you will need to name your "group" in this case this would be "Age - 25-44"

A "Group" operates on an OR logic. Therefore any data source that you apply within the same group will deliver based on an OR condition

2) Assess the right data source for this "group". In this case, we have Age audiences within our Teads Audience offering, therefore this should always be the go to option

3) Insert your Teads Audience :

If the exact age bracket is not covered, apply two narrow age groups to cover your needs

Teads Audiences should be the first "go to" option if there is an existing Audience that covers part of your custom build (remember these have been curated to drive scale and accuracy)

If a Teads Audience covers the needs of one "group" or an element of a "group" then you should not apply other data sources that cover the same topic, as Teads Audiences already include the most accurate and scalable sources per country

4) Once you have added your age group you can view the reach estimation at group level, which will show:

  • Total number of Ad opportunities for the selected countries, based on the targeting rule applied

  • Total number of Teads IDs for the selected countries, based on the targeting rule applied within the block

  • How these compare to the total estimated Ad opportunities and Teads IDs for the selected countries

  • % of Reach vs Reach available in your selected country

GROUP 2: Fashion, Interior Design, Photography, Arts

1) To create an AND logic you must click " + Add Group"

Adding a Group, means that you are narrowing your audience down further, ensuring that you are only targeting users that meet the criteria of Group 1 and Group 2

Try not to create too many "Groups" as this could impact your scale and campaign delivery

2) Type the Group Name "Creatives: Fashion, Interior Design, Photography, Arts interest"

3) Some of these categories can be covered using Teads Audiences, therefore you should still search for the categories within this section first (e.g. Fashion, Arts and Photography exist as Teads Audiences)

4) Where a Teads Audience is not available, look to the other data sources within the same "Group" to see if they cover these

In this case we are using multiple data sources in the same group as we want to reach users that are interested in Fashion OR arts OR interior design OR photography

e.g. Search for 3rd party data sources that could cover users interested in interior design

Segments will appear in hierarchical order based on scale, and you will be able to view the number of Teads IDs against a segment to see if it is worth including

Please ask your Teads rep for support if unsure of which local data providers to use

5) For these additional categories, you can also look to including "Page Topics" e.g. Home, Photography, Art...

Page topics are used to increase scale if 1st/3rd party sources are not providing enough here.

In this use case, we chose to add the segments "home", "Fine Art", "Art & Photography Books", "Fine Art Photography" to this wider interest group. As a result, a Teads ID would match with the custom audience only when the user is visiting a page talking about this specific topic. The real differentiator is that semantic analysis is done in real-time, in comparison to user signals that look at the historical behavior of the user.

6) Check the reach of both groups combined:

You will see here that the volume at the top has de-duplicated both groups as users must be within "Group: Age- 25-44" AND ALSO MATCH "Group: Creatives: Fashion, interior design, photography interest"

The default metric displayed is total available ad opportunities, which is the best indicator of potential available opportunities to deliver. You can also switch to Teads IDs to get an indication of audience reach

By selecting the "estimations breakdown" dropdown you can also view the estimated number of ad opportunities that are targetable without using any ID (including cookies). This information can be checked using breakdown table, at both group level and for the overall audience combination, as shown below.

This will allow you to fine tune your audience set up in order to rely less on 3rd party cookies.

Step 3: Create your custom audience

If you are happy with your targeting when checking reach breakdown per country, at audience level, then click on “CREATE AUDIENCE”.

Step 4: Use custom audience in campaign

  1. Go to your campaign: create or edit a campaign,

  2. Click on "TARGETING",

  3. Select Custom Audiences and search with the name/ ID,

  4. Include it in the targeting rule,

  5. Check how the bid requests estimation updates in your targeting summary to ensure you have sufficient scale for delivery

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