Paid social
Custom Audience
A targeting list built from an advertiser's own data, such as customer files, site visitors, or video viewers.
What it means in practice
Custom audiences can be created from uploaded identifiers, website or app events, platform engagement, and other supported sources. Match rates, retention windows, consent, and source freshness determine which people remain available for targeting or exclusion.
Why it matters
Audience source and retention choices directly affect campaign reach, privacy obligations, and message relevance.
How it is used
A creator campaign builds a custom audience of product-page visitors and serves them UGC addressing common purchase concerns.
Related terms
- Lookalike AudienceA targeting group built by finding users who resemble an advertiser's existing customer or engagement source list.
- RetargetingServing ads specifically to people who previously interacted with a brand's site, app, or social content.
- Brand SafetyControls and exclusions that keep advertising away from content or contexts that could damage a brand's reputation.