Audience Targeting

In XPO, If you wish to target more than one audience segment for your ad groups, it is important to understand the relationship between them and how XPO approaches your strategy. Here are 3 scenarios to help you strategize correctly.

Scenario 1

1. You select 2 newly created (or old) audiences from the Add Audiences menu.
   
   
   
   
2. You Include one audience segment and Exclude the other.
   
   
   
   
3. Here, your ad group strategy will follow the AND strategy where you target BOTH Segments selected. Here's how it works:
   
   • Included Segment: Targeting will include all the First Party audiences with the same characteristics of this segment (FTP-US).
   • Excluded Segment: Audiences targeted will have the opposite characteristics from this segment. Hence we 'Exclude' the audience segment.
     
     

Scenario 2

1. You select 1 newly created (or old) audience from the Add Audiences menu.

2. Option A. You Include the audience segment.

   • In this scenario, your ad group strategy is to target ALL audiences with the same characteristics as your selected segment.
   
   
   

   
   Option B. You Exclude the audience segment.

   • In this scenario, your ad group strategy is to target audiences with the opposite characteristics of your selected segment. Hence we 'Exclude' the segment.
   
   

Scenario 3

1. You select 3 newly created (or old) audiences from the Add Audiences menu.
2. You Include two audience segments and Exclude the third one.
   
   
   
   
3. In this situation, your ad group targeting will follow the below strategies. 
   
   • The two Included Segments: These two segments will follow the OR strategy. This means your targeting will include either ONE of these audience segments to target.
   • Excluded Segment: This segment will have the AND strategy along with the two included segments above. However, only those audiences will be targeted that have the opposite characteristics from this segment.