Overview
In programmatic advertising, Boolean operators like AND and OR are used to define how multiple targeting conditions combine to create precise and effective audiences. Exclusion logic then lets you subtract from the audience you've built.
AND → Narrows the audience by requiring that all selected conditions must be met.
Example: "Age: 25–34 AND Gender: Women" → Only users who are both women and between 25–34 are included.
OR → Expands the audience by including users who meet at least one of the selected conditions.
Example: "Interest: Luxury Vehicles OR Interest: New Vehicles" → Captures either group, even if they don't overlap.
Exclusions → Remove users who have already taken an action you care about.
Example: "Exclude anyone who completed checkout in the last 30 days" → Recent buyers are removed so your budget reaches new prospects.
By combining inclusion and exclusion logic, you can balance precision with scale, giving you control over how broad or narrow your target audience should be.
How Boolean Logic Works in Jamloop's Platform
We've designed Jamloop's Self-Serve DSP to make Boolean targeting simple and intuitive. You don't need to manually choose between AND or OR — our platform applies them automatically based on how advertisers typically think about audiences.
1. AND Logic Across Categories
When you select values from different audience categories — such as Age, Gender, Household Income, and Interests — Jamloop automatically applies AND logic between them.
This ensures your audience must meet all selected category conditions to be included.
Example:
Age: 18–34
Gender: Women
Household Income: $50k–$100k
Interests: Luxury Vehicles
Resulting logic:
Age 18–34 AND Gender = Women AND HHI = $50k–$100k AND Interest = Luxury Vehicles.
Only users who meet all four rules are included.
2. OR Logic Within Categories
When you select multiple values inside a single category, Jamloop automatically applies OR logic within that category.
This broadens your audience for that category, while still respecting AND logic across other categories.
Example:
Household Income: $50k–$75k OR $75k–$100k
Users with either income range will be included, but they must still match the other targeting criteria like Age, Gender, or Interests.
3. Exclusion Logic on Conversion Events
When you exclude one or more conversion events, Jamloop removes anyone who has triggered those events from your audience — after your AND and OR conditions have already been applied.
This narrows your audience to people who match your targeting but haven't yet taken the action you're excluding. Each excluded event carries its own recency window, so you can look back further on a completed purchase than on an early signal of interest.
Example:
Checkout Completed: last 90 days
Appointment Request: last 30 days
Resulting logic: your targeted audience, minus anyone who completed checkout in the last 90 days, minus anyone who requested an appointment in the last 30 days.
Which events signal an existing customer depends on your business. Checkout Completed and Add to Cart are both conversion events, but they describe people at very different points in the funnel.
Exclusion logic applies to prospecting and Target Lines campaigns. Retargeting campaigns handle exclusions within their own targeting, where each conversion event can already be set to target or exclude.
Political advertisers work with a single exclusion instead of conversion events: ActiveVoter™, which removes people who have already cast their vote.
Example Campaign Build
Here's a practical example to show inclusion and exclusion logic working together:
Targeting Category | Selected Values |
Age | 18–34 |
Gender | Women |
Household Income | $50k–$75k OR $75k–$100k |
Interests | Luxury Vehicles OR New Vehicles |
Exclusions | Checkout Completed, last 90 days |
Resulting Audience Segments:
Women, age 18–34, HHI $50k–$100k, interested in Luxury Vehicles — excluding recent purchasers
Women, age 18–34, HHI $50k–$100k, interested in New Vehicles — excluding recent purchasers
Jamloop handles the Boolean logic automatically behind the scenes — you just select your targeting options, add any exclusions, and the platform ensures your audience is built accurately and efficiently.
Why This Matters
Greater precision: Target only the right users by combining multiple dimensions.
More control: Expand or narrow audiences based on campaign goals.
Less waste: Keep existing customers out of prospecting campaigns.
Ease of use: Jamloop applies Boolean rules intelligently and automatically, so you don't need to write formulas or complex queries.
Best Practices
Use AND logic to layer filters and make targeting more precise.
Use OR logic to broaden a single category, such as income ranges or interest groups.
Use exclusion logic to remove people who have already converted.
Match each recency window to your own repurchase cycle.
Combine all three strategically to balance reach with relevance.
Need Help?
If you’d like assistance setting up advanced audience targeting:
Email us: [email protected]
Or use the in-platform Help Center chat for real-time support.