Adform Audience Discovery

Audience Discovery

Explore and evaluate available audience segments to enhance your campaign targeting. This tool provides access to third-party marketplace audiences, first-party data segments, audience categories, and deal items to help you make informed targeting decisions.

Overview

This audience discovery tool helps you find and evaluate targeting options for your campaigns. You can browse third-party audience marketplaces, explore your first-party data segments, and research audience categories to build effective targeting strategies.

Technical Operations: The system uses GraphQL operations to process your requests:

• graphql_validate - Checks query validity before execution
• graphql_execute - Runs audience discovery queries with your filters
• graphql_search - Helps find available audience fields and filter options
• graphql_introspect - Explores complex audience data structures

Best Practices:

• Use specific search terms for better results
• Limit searches to 25 results for faster response times
• Combine multiple criteria to narrow down audience options
• Review audience size and composition before targeting

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Marketplace Audiences

Explore third-party audience segments available for targeting. These audiences are provided by specialized data companies and cover various interests, demographics, and behaviors.

Available Filters:

• Provider: Search by specific data provider
• Category: Browse by audience category or interest
• Name: Find audiences by specific keywords
• Status: Filter by active/inactive audiences

Key Information:

• Audience size and reach estimates
• Pricing information (CPM rates) — currency is DKK by default; pass currencyCode in the query to convert (e.g. "EUR", "USD")
• Data provider details
• Audience composition and demographics

Finding Marketplace Audiences

Search Methods:

• By Audience ID: Look up specific audiences you already know
• By Data Provider: Find audiences from specific companies
• By Name/Keywords: Search for audiences related to topics or interests
• By Status: Filter for currently active audiences

What You'll See:

• Audience name and unique identifier
• Estimated audience size and reach
• Data provider information
• Pricing details (CPM rates in the requested currency — DKK if not specified)
• Audience availability status

Example Use Cases:

• "Find automotive enthusiast audiences"
• "Show me audiences from Provider X"
• "Look up audience ID 12345"
• "List all active audiences in the technology category"

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Filter field names for audienceMarketplaceListItems:

| Field | Use for | |---|---| | audience.name | Search by segment name (use contains) | | audience.status | Filter active/inactive | | dataProvider.name | Filter by provider name |

Currency note: The audienceMarketplaceListItems query accepts an optional currencyCode argument (a CurrencyCode scalar). The API default is "DKK". There is no currency field on the price object itself — currency is determined entirely by the currencyCode input parameter. Always pass this explicitly so the agent and user know what currency prices are in. Common values: "DKK", "EUR", "USD", "GBP".

Important: Always ask the user which currency they want pricing displayed in before running a marketplace audience query. Do not assume a currency — confirm it first.

The price object exposes three CPM fields: cpm (standard), lookalikeCpm, and idFusionCpm.

Example query:

{
  audienceMarketplaceListItems(
    filters: [
      { fieldName: "audience.name", operation: contains, values: ["mobile phone"] },
      { fieldName: "audience.name", operation: contains, values: ["UK"] }
    ]
    pagination: { offset: 0, limit: 20 }
    currencyCode: "EUR"
  ) {
    audiences {
      id
      name
      thirdPartyAudienceId
      dataProvider { name }
      price { cpm lookalikeCpm idFusionCpm }
      composition { uidTotalCount }
    }
    totalCount
  }
}

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First-Party Data Audiences

Manage and explore your own first-party audience segments built from your website traffic, customer data, and campaign interactions.

Your Audience Segments

Example query:

{
  buyerAudiences(
    filters: [{ fieldName: "buyerAudience.advertisers.advertiserIds", operation: intersects, values: ["71883"] }]
    pagination: { offset: 0, limit: 25 }
  ) {
    buyerAudiences { id name status categoryId ttl }
    totalCount
  }
}

Note: the outer query name and the inner list field share the same name (buyerAudiences).

Audience Categories

{
  buyerAudienceCategories(
    pagination: { offset: 0, limit: 50 }
  ) {
    categories { id name parentId }
    totalCount
  }
}

Available Information:

• Audience Details: Name, status, and creation date
• Advertiser Access: Which advertisers can use each segment
• Audience Composition: Geographic distribution and data sources
• Performance Stats: Historical campaign performance
• Configuration: Rules, TTL settings, and data refresh schedules

Search Options:

• By Advertiser: Find audiences available to specific accounts
• By Name: Search for specific audience segments
• By Status: Filter active/inactive audiences

Audience Categories

Organize your audiences into logical categories for better management:

• Parent Categories: Top-level audience groupings
• Sub-categories: More specific audience classifications
• Hierarchical Structure: Build organized taxonomy

Common Categories:

• Demographics (age, gender, income)
• Interests (hobbies, preferences)
• Behavior (purchase history, website activity)
• Geography (location-based segments)
• Custom categories specific to your business

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Private Marketplace Deals

Access your private marketplace deals and preferred inventory arrangements with premium publishers and specialized inventory sources.

Deal Management

Deal Information Available:

• Deal Details: Name, type, and pricing structure
• Inventory Source: Publisher and exchange information
• Performance Metrics: Delivery statistics and health indicators
• Campaign History: Recent performance and utilization
• Advertiser Access: Which accounts can use each deal

Performance Monitoring:

• Health Status: Real-time deal performance indicators
• Delivery Stats: Impressions, clicks, and engagement metrics
• Win Rates: Auction success rates and competition levels
• Utilization: How much of the deal capacity is being used

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Strategic Applications

Audience Research Workflow:

1. Discovery: Browse marketplace audiences by category or provider
2. Evaluation: Review audience size, composition, and pricing
3. Comparison: Compare similar audiences from different providers
4. Selection: Choose audiences that align with campaign goals

First-Party Strategy:

1. Audit: Review existing first-party audience segments
2. Analysis: Examine performance and composition data
3. Optimization: Refine audience rules and targeting criteria
4. Expansion: Build new segments based on successful patterns

Deal Management:

1. Monitoring: Track deal performance and health status
2. Optimization: Adjust bidding strategies based on delivery
3. Planning: Forecast inventory availability and costs
4. Reporting: Analyze deal effectiveness and ROI

Best Practices

• Regular Reviews: Monitor audience performance and deal health weekly
• Testing: Test new audience segments with small budgets first
• Documentation: Keep detailed records of audience performance
• Compliance: Ensure all audience usage complies with privacy regulations
• Optimization: Continuously refine targeting based on performance data

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: adform
• Source: adform/agentic-skills
• License: MIT
• Homepage: https://site.adform.com

Install and usage instructions live in the source repository linked above.