Taboola offers targeting based on a variety of audience types: 

• Taboola pixel event based audience targeting
• File based Custom Audience targeting (available in Usa, Canada, UK, Brazil, France, Australia, Israel, New Zealand and Greece) 
• Marketplace Audiences 
• Contextual targeting

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:

When selecting audiences from multiple audience types, they will be connected using AND condition.

For example, when selecting Taboola Pixel based “All Website Visits” from My Audiences and “Bombora:Female” from the Marketplace Audiences, you will target the intersection “All Website Visits” users that are also found in “Bombora:Female”. As only users that are marked in both segments are targeted, the scale of this campaign will decrease. 

When selecting multiple Audiences under the SAME audience type will be connected using OR condition.

That means that if you 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 only to INCLUDE from one type and EXCLUDE from another. For example: include “Campaign Clickers” and exclude customers from the “Purchase” audience who already converted.
• If you want to target different audiences (i.e Marketplace & Taboola Pixel based) the best practice would be creating a different campaign for each audience type. Creatives and CPC are likely to have a different impact on these audiences, and separate campaigns will enable you to adjust accordingly.