What is seller-defined audiences?

Seller-defined audiences (SDA) is a privacy-conscious targeting framework, developed by the IAB Tech Lab, that allows publishers to segment and share audience data without revealing personal identifiers or relying on third-party cookies.

How SDA works:

• Publisher segments users: Publishers group users into audience categories based on context, behaviour, or first-party data (e.g: sports enthusiasts).
• Standardized taxonomy & labels: Audience segments adhere to IAB-defined standards for consistency across platforms.
• Ad exchange bidding: Advertisers bid on these segments without accessing individual user identities.