The Audience step is where you decide who sees your ads. Watch the walkthrough, then use the sections below to understand how the targeting logic works.
Choose an audience strategy
There are three ways to build an audience:
Build / Select: create an audience from demographics, detailed demographics and interests. This is the most common choice for awareness campaigns.
Retarget: reach people who visited your website or took an action tracked by your pixel, such as visiting a service page.
Target campaign lines: reach households that were already served an impression by one of your previous lines.
If you've uploaded first-party lists in the Clean Room, you can also choose one here with Select Audience.
Build your audience
Demographics: target men and women from 18 to 65+. Deselect any groups you don't want, for example to target adults 18–44.
Detailed demographics: choose up to two, such as household income. The limit protects scale, because every extra layer shrinks the pool of people who can see your ad.
Interests: add as many interest groups as you need, for example Jeep and Jeep Cherokee.
The audience logic summary at the bottom of the page shows exactly how your selections combine.
How Boolean logic works
You don't need to choose between AND and OR. Jamloop applies them automatically:
AND across categories: selections from different categories (Age, Gender, Household Income, Interests) must all be true. Example: Age 18–34 AND Women AND HHI $50k–$100k.
OR within a category: multiple values in one category broaden that category. Example: Interest in Luxury Vehicles OR New Vehicles.
Exclusions
Excluding one or more conversion events removes anyone who triggered them, after your AND and OR conditions are applied. Each excluded event has its own recency window.
Example: exclude Checkout Completed (last 90 days) and Appointment Request (last 30 days). Your audience becomes everyone you targeted, minus recent buyers and recent appointment requests.
Exclusion logic applies to prospecting and Target Lines campaigns.
Retargeting campaigns handle exclusions within their own targeting, where each conversion event can be set to target or exclude.
Political advertisers use a single exclusion instead: ActiveVoter™, which removes people who have already voted.
Example build
Category | Selected values |
Age | 18–44 |
Gender | Men and Women |
Household Income | $50k and above |
Interests | Jeep OR Jeep Cherokee |
Exclusions | Checkout Completed, last 90 days |
Result: adults 18–44 with household income of $50k+ who are interested in Jeep or Jeep Cherokee, excluding recent purchasers.
Best practices
Use AND logic to layer filters for precision.
Use OR logic to broaden a single category, such as income ranges or interests.
Use exclusions to keep existing customers out of prospecting campaigns.
Match each recency window to your own repurchase cycle.
Watch the deliverability score. If it drops, broaden your audience.
Need help?
Email [email protected] or use the in-platform Help Center chat.
Next step: Set your geo targeting.