Also known as: user segment, segment
A list of user profiles consisting of individual internet users grouped together based on similarities they share, such as the websites they visit or the actions they take (e.g. making a purchase or completing a form), or personally identifiable data such as gender or geographical region.
For example, “Android users between the ages of 20-35 who live in New York.”
These segments are used during real-time bidding (RTB) media buys to display ads to users who meet the criteria.