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This guide walks through building an audience in Audience Studio — from selecting a data source and applying filters to choosing delivery destinations and creating the audience.
For a conceptual overview of how Audience Studio works, see Audience Studio. For strategies on how to structure your underlying data, see Structuring Audiences for Activation.

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Prerequisites

  • A dataset ingested into the platform with Rosetta Stone attribute mappings, including at least one deliverable identifier (such as sha256_hashed_email or sha256_hashed_phone)
  • At least one connector installed with an active profile, if you want to deliver the audience to an external platform

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Step 1: Select a source

1

Open Audience Studio

Navigate to My Audiences in the sidebar, then click Create Audience or Open Audience Studio.
2

Choose a dataset

Select the dataset that contains the data you want to segment. Only datasets on the currently selected data plane are shown.The dataset must have Rosetta Stone attribute mappings — these determine which fields are available for filtering and which identifiers can be delivered to connectors.

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Step 2: Choose connectors

Select one or more destination platforms where you want to deliver the audience.
1

Review connector eligibility

Audience Studio checks whether your source dataset contains the identifier types required by each connector. Eligible connectors are highlighted; ineligible ones show a warning explaining which identifiers are missing.
2

Toggle destinations on

Enable the connectors you want to deliver to. You can select multiple destinations — the audience will be delivered to all of them.Common destinations include The Trade Desk, Meta, TikTok, Google DV360, Pinterest, and Amazon S3.

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Step 3: Apply filters

Filters narrow your source data to the audience you want. The available filter controls are determined by your dataset’s Rosetta Stone attribute mappings.
1

Add a filter

Click Add Filter and select the attribute you want to filter on. The filter attribute dropdown groups options into Rosetta Stone attributes and Dataset Columns for clarity.
2

Configure the filter

Depending on the attribute type, you will see different controls:
  • Enum fields show a checkbox list or searchable dropdown of values
  • Numeric fields show a comparison operator selector and a value input
  • Timestamp fields offer curated ranges (last 7/30/90 days), custom lookback, or a date range picker
  • Boolean fields show a toggle
  • Null checks — select Is null or Is not null to filter on the presence or absence of a value
3

Combine multiple filters

Add additional filters as needed. By default, filters are combined with AND logic — all conditions must match. To use OR logic (any condition matches), group filters together.You can also add frequency constraints to any filter — for example, “purchased at least 3 times.”
4

Forecast the audience size

Click Calculate (or enable auto-calculate) to preview how many records match your current filters. The forecast runs a preview query without creating the audience, helping you verify the size before committing.Suggested filter values show what percentage of your forecasted audience matches each option, helping you understand the impact of each filter.

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Step 4: Finalize and create

1

Set audience metadata

Configure the audience details:
  • Name (required) — Identifies the audience in the platform and destination systems
  • Description — Optional context about the audience’s purpose
  • Tags — Optional labels for organization
  • Refresh schedule — Choose One-time for a static audience, or set a recurring schedule (daily, weekly, etc.) to keep the audience current as source data changes
2

Configure connector settings

Each selected connector shows its quick settings panel. These are platform-specific fields required for delivery — for example:
  • The Trade Desk: Audience name, advertiser selection, historical data delivery
  • Meta: Ad account selection
  • TikTok: Business Center and ad account selection
Fill in the required fields for each connector. A green checkmark indicates the connector is fully configured and validated.
3

Create the audience

Click Create Audience. Audience Studio:
  1. Generates and executes an NQL query based on your filters
  2. Materializes the results as a new audience dataset
  3. Creates connector deliveries for each destination
  4. If a refresh schedule is set, configures incremental updates to keep the audience current
The audience appears under My Audiences in the sidebar.

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After creation

Once your audience is created, you can:
  • Monitor delivery — Check connector delivery status from the audience’s Connections tab
  • Clone the audience — Select Open in Audience Studio from the action menu to create a new audience pre-populated with the same source, filters, and settings
  • Add more connectors — Deliver the same audience to additional destinations from the Connections tab
  • Adjust the refresh schedule — Change how often the audience is rebuilt

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Related content

Audience Studio

Conceptual overview of filter types, forecasting, and cloning

Structuring Audiences

Strategies for organizing data for activation

Connector Reference

Technical details and identifier requirements for each destination

Hashing PII

Prepare identifiers for upload and activation