Taboola offers targeting based on a variety of audience types: Campaign Clickers, My Audiences, Lookalike and Marketplace Audiences. Each one of them is an independent targeting option, and they can be mixed and matched, as needed, to ensure you are reaching the right people online.
Things to note about matching logic:
1. When selecting audiences from multiple audience types, they will be connected using AND condition.
For example, if you select “All Website Visits” from “My Audiences” and “Bombora:Female” from the Marketplace, you will target the intersection “All Website Visits” users that are also found in “Bombora:Female” (=only the users that are marked by both segments). Note this will limit the scale possibly in a critical way.
2. When selecting multiple Audiences under the SAME audience type will be connected using OR condition.
That means that if I choose two Marketplace segments like “Taboola->Interest-> Sports” and “Taboola->Interest->Cars” the targeted users will have to match to at least one of these segments. This will expand the scale of your targeting option.
Best Practices/What to Avoid
When mixing audience types, we recommend to only INCLUDE from one type and EXCLUDE from another. For example: Exclude purchasers (generated using the Taboola Pixel) and Include Lookalike:
If the you want to target different audience types (i.e Marketplace & Lookalike audiences), we advise to do it in different campaigns. It also allows the you to change CPC and creatives to be better suited for the each audience type.