Glossary/Audience data/Audience segmentation
What is audience segmentation in advertising?
How publishers segment their audience for advertising, the main segment types, and what makes a segment sell.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readTypes of segments
| Type | Example |
|---|---|
| Interest | Sports fans |
| Life stage | Families with children |
| Intent | Car intenders |
| Location | Readers in one city |
| Value | High income households |
What makes a segment sell
Named in the buyer's language
What agencies already plan for.
Big enough
Enough reach for a real campaign.
Available everywhere
In direct sales, deals and the open auction.
Proven
Results that show the segment works.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
A standard set to start from
Starting from a standard catalogue of segments saves time and matches what buyers look for. Samhub comes with 75 ready-made audiences publishers can activate from day one.
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
Audience segmentation covers all readers for advertising; customer segmentation focuses on paying customers.
A clear catalogue buyers can navigate, plus custom segments on request.
Segments based on personal behavior usually need consent in Europe.
A segment of people similar to a seed group, used to grow reach.
Related terms
Grouping customers by shared traits.
Showing ads to chosen groups of people.
New people who resemble your best audience.
Targeting ads based on what readers have done before.
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- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
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Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
