Glossary/Adtech & Programmatic/Seller-Defined Audiences (SDA)
Adtech & Programmatic
Seller-Defined Audiences (SDA)
An IAB Tech Lab spec letting publishers label bid requests with standardized audience segments from their first-party data without exposing user identity.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Seller-Defined Audiences (SDA) is an IAB Tech Lab specification that lets publishers label bid requests with standardized audience segments derived from their first-party data. Segments use the IAB Audience Taxonomy, allowing buyers to target audiences across publishers without user identity being exposed in the bid request, supporting privacy-conscious addressability.