Audience Targeting

When targeting more than one audience segment with ad groups in XPO, it is important to understand how the relationships between the segments affect XPO's targeting approaches. We have included three example scenarios representing the different strategies you can employ in XPO while targeting multiple audience segments. 

Scenario 1 - The AND Strategy

1. Select 2 newly created (or existing) audiences from the Add Audiences menu.
   
   
   
   
2. 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: Audiences that are targeted here will include all First Party audiences that share the same characteristics as this segment (FTP-US).
   • Excluded Segment: Audiences that are targeted here will not have the same characteristics as this segment, thereby excluding this audience segment.
     
     

Scenario 2 - The OR Strategy

1. You select 1 newly created (or old) audience from the Add Audiences menu.
   
   
2. Here, your ad group strategy will follow the OR strategy where you either (A) target the Included segment or (B) target the excluded segment.
   
   

3. 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 - Combined Strategy(both AND and OR strategy)

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 employ an AND strategy in conjunction with the two included segments above. However, only the audiences that do not belong to this segment will be targeted.