Glossary/Adtech & Programmatic/Audience Segment
Adtech & Programmatic
Audience Segment
A defined group of users sharing traits or behaviours, such as in-market auto shoppers, packaged for ad targeting.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
An audience segment is a defined group of users who share traits or behaviors, such as in-market auto shoppers or frequent travelers, packaged for ad targeting. Segments are built from first-party, second-party, or third-party data and made available in buying platforms so advertisers can reach people likely to be relevant to their message.