Retargeting audiences

An audience is a list of visitors you collect with a tracking pixel and then use in campaign targeting. It is how you retarget people who visited your landing page, or keep ads away from people who already bought.

Create an audience and add the pixel

1. Open Audiences in the advertiser panel and choose New audience.
2. Give it a name and set Keep visitors for (days). A visitor leaves the audience that many days after their last visit to the pixel. The longest period is set by the platform.
3. Copy the image pixel (or the script version) and paste it on the page whose visitors you want to collect, for example a product page, a cart or a thank-you page.

The pixel is a 1×1 image at https://<our domain>/px/<audience id>. Each time it loads, the visitor joins the audience or has their time renewed. Your audience screen shows how many visitors are currently in it.

Use it in a campaign

In the campaign form, Advanced step, Retargeting audiences:

• Only these audiences: the campaign is shown only to visitors who are in at least one of the chosen audiences.
• Never these audiences: visitors in any of the chosen audiences never see the campaign.

An audience cannot be in both lists, and you can only use your own audiences. Deleting an audience removes it from the campaigns that use it.

What reaches the audience

A visitor is recognised by a cookie called ulm_rt that the pixel sets on our domain. When they later open a page with an UluMob ad code, the browser sends that cookie with the ad request and the campaign can match.

This is a third-party cookie, and many browsers limit those:

• Safari and Firefox block third-party cookies by default, so visitors on those browsers usually cannot be recognised.
• Chrome users and some privacy extensions can block them as well.
• Ad blockers may block the pixel itself.

Plan for an audience that is noticeably smaller than your real number of visitors. If your site also uses the publisher ad code, the pixel can pass the first-party visitor id as ?uv=<id>, which does not depend on cookies, but only for visitors seen on that publisher's pages.

Privacy

Collecting visitors into an audience means setting a cookie. Tell your visitors about it in your privacy notice and ask for consent where the law requires it.