What is audience targeting?
Audience targeting is the practice of directing advertising to specific groups of consumers based on defined characteristics or behaviors — rather than buying broad reach across all visitors to a given property. Targeting parameters can include demographics, purchase history, browsing behavior, geographic location, device type, and loyalty status.
Identity-driven audience targeting in commerce media
Commerce media platforms enable a particularly powerful form of audience targeting because their first-party data is grounded in real consumer behavior — transactions, loyalty activity, and identity signals — rather than inferred characteristics. Identity-driven targeting at the post-transaction moment means the audience has not only been identified accurately, but is reached at the moment of highest intent.