Choose audience segments
You have the ability to include or exclude publisher audience segments or custom segments for your campaigns on Apple News. Audience segment targeting can’t be combined across the segment types per Apple policy.
Audience segment types
Audience segments are defined groups of users who have previously interacted with your content on Apple News or that you have defined.
Publisher audience segments
Apple creates publisher audience segments from all users who read or follow your content. If you’re an Apple News publisher, the following segments are created for you automatically:
Channel: All publishers can include or exclude users who have shown explicit interest in your content on Apple News through reading your content or following your channels.
Subscription: Select publishers can include or exclude users who have subscribed to your content via Apple News.
Notifications: Apple News publishers can send push notifications to followers who have opted in to receiving these messages. Segments of this type will enable to you to target towards or away from users who have opted in to receive these messages.
Custom audience segments
With the launch of new privacy controls available with iOS 14, custom audience segments (using first-party data that you or your advertiser have collected) are phasing out. All campaigns using custom audience segments will end by December 2020. In the meantime, any campaigns with custom audience segment targeting will only reach people using iOS 13 or earlier.
Set up custom audience segments
Click your account name at the top right of the Workbench window and choose .
On the Custom Segments tab, click .
Select the type of audience information you’re matching: IDFA, email, or phone number.
If you chose IDFA, type the app’s Apple ID or App Store URL. This enables the matching of the IDFAs to the app developer.
If you choose to create segments based on emails or phone numbers, you’ll be prompted for the segment owner name (advertiser), which will appear on the ad transparency page.
Enter the number of segments you want to add.
Note that a Workbench account can have up to 500 segments of each match type (IDFA, email, and phone). The number of segments you have remaining will be displayed.
New segments will be added to the table shown under the Custom Segments tab on the My Audience page. These will appear at the bottom or top of the list depending on your sorting selection. To check status of data files or segment creation, click the Segment ID.
File formatting for custom segments
The file you upload for custom audience segment(s) must meet the following specifications and not include any extraneous information.
The file must be in plain text (.txt) format which will be converted to SHA-256 hashed IDFA or email or phone address segments.
The file must contain one record per row, with no leading or trailing characters or spaces.
The file must include an IDFA (Identifier for Advertising), an email address, or a phone number for each user you want to add or remove. (IDFAs target specific iOS devices; each device has its own unique and anonymous IDFA).
The file must not contain raw Personally Identifiable Information (PII). Segments based on sensitive criteria (such as personal health or medical information) aren’t supported.
Do not mix IDFA (Identifier for Advertising), email, and phone in the same segment list. The file must contain only one match type (IDFA, email address, or phone number). Combining multiple match types in the same file isn’t supported at this time.
If you’re editing or adding users to an existing segment, the match type in the file must be the same as the segment’s match type.
Each IDFA, email address, or phone number must be in a separate row (or entry). For example:
The plain text (.txt) formatted file can include up to 100,000 rows.
You can upload as many plain text (.txt) formatted files as needed. It can take up to seven days for Apple to match users with segments. When the matching process is complete, the number of available users is updated and displayed on Workbench. The original uploaded file is deleted from Apple servers.
After a file is uploaded, the IDFA, email address, or phone number values in the file are hashed, converting the file to a secure format. By using the SHA-256 hashing algorithm, Apple ensures that user data remains anonymous.
Add or remove users from a custom segment
You can add or remove users from your custom audience segments by uploading a plain text (.txt) file that contains the users you want to add or remove. The file must include an Identifier for Advertising (IDFA), an email address, or a phone number for each user you want to add or remove.
To add/remove users from a custom segment:
Click your account name at the top right of the page and select My Audiences.
Go to the Custom Segments tab.
Select a segment and click Add Users or Remove Users. You can edit only one segment group at a time.
Click Browse and select the file that contains the users you want to add or remove from this segment. Refer to specific details on file formatting for custom segments.
Agree to the terms and conditions (if you’re adding users), then click Add or Remove.