Beyond demographics and geography, each strategy can include or exclude specific groups of people. Bronco supports two kinds: web audiences, built automatically from your web pixel, and custom audiences, built from customer lists you upload.
Web audiences
Web audiences are groups of people who took an action on your website in the last 60 days, captured by your web pixel:
Page View
Add To Cart
Checkout Started
Lead Submitted
Purchase
You don't create these — they're provisioned automatically once your pixel is installed and sending data. (If the section says "Audiences will appear here once your advertiser is fully provisioned," your pixel setup isn't complete yet — see Setting Up Your Web Pixel.)
How you use web audiences depends on your campaign objective:
Awareness, Traffic, Leads, and Sales campaigns — web audiences are used to exclude. For example, exclude recent purchasers so you don't spend budget re-advertising to people who just bought.
Retargeting campaigns — web audiences are used to include. Your strategy targets people who took the selected actions, like visitors who added to cart but didn't purchase.
Either way, it works the same: click a segment's chip to select it, click again to deselect.
Custom audiences
Custom audiences are built from your own customer lists — for example, past purchasers from your CRM, newsletter subscribers, or lapsed customers.
Creating a custom audience
In the Custom audiences section, click New Audience.
Give it a name (for example, "Cart abandoners (30d)").
Upload your customer list as a CSV file, up to 500,000 rows. Download the template from the upload panel to get the exact format.
Each row must contain at least one way to identify a person:
An email address, or
A phone number (10 or 11 digits), or
A first name, last name, and ZIP code together
The template also accepts postal address, city, and state columns to improve matching. After you upload, validation can take several minutes; if any rows have problems, you'll see a list of the specific errors so you can fix your file and try again.
Audience statuses
After upload, Bronco matches your list against real households. Search results show each audience's status:
Pending or Processing — matching is underway.
Ready — matched and available for targeting.
Not enough matches — too few rows matched to be usable. Try a larger or cleaner list.
Failed — something went wrong with processing. Try re-uploading.
Note: audience processing may take several hours. Any campaign using a custom audience will not go live until the audience reaches a Ready status.
Using custom audiences in a strategy
The Custom audiences section has Included and Excluded search fields, which work like the geography fields: type to search, click Add to attach a segment, and remove it via its chip. A segment can be included or excluded, but not both.
Creating an audience doesn't automatically attach it to your strategy — search for it in the Included or Excluded field once it's created.