Audience targeting is key to making sure the people who are most likely to respond to your ads are the ones who see it. Age, gender, income level and educational level are some basic demographic categories that are often used. You can target audiences based on their interests and habits (i.e., “bargain-hunters”, “pet-lovers”, or “politically liberal”), on things they have been searching for (“luggage”, “Financial services”) and on more detailed demographic targeting (e.g., “recent college graduates”, “home owner”, “teacher”). If you know that your business, service, or product is more likely to appeal to people within specific categories, then targeting is usually a good idea. If you’re not sure, then it’s better to not apply targeting, until you have some reason to believe you should. In many cases, adding targeting increases the cost of your ads because you have to pay to have access to the targeted audience. Different DSPs have access to different targeting groups. One of the benefits of Humming’s ability to use multiple DSPs through aggregation is that we have easy access to more types of data, so you can get access to your audience more easily.

Below is a list of official audience categories. You can type any of these terms into the audience targeting box and we'll know what you mean. If the terms are too broad, (e.g., In-market "Art & Crafts Supplies" when you want to reach people who buy knitting supplies) you can indicate more detailed targeting as well.  We'll do our best to find the audiences you're looking for.

In-market (What they’re actively researching or planning)

Apparel & Accessories

Activewear, Backpacks, Costumes, Eyewear, Formal Wear, Handbags, Hats, Jewelry & Watches, Lingerie, Luggage, Men’s Apparel, Outerwear, Pants, Shirts & Tops, Shoes, Socks,Swimwear,  Underwear, Wallets, Briefcases & Leather Goods, Women's Apparel

Arts & Crafts Supplies

Autos & Vehicles

Auto Parts & Accessories, Auto Repair & Maintenance, Motor Vehicles, Vehicles (Other), Bicycles & Accessories, Boats & Watercraft, Campers & RVs, Commercial Vehicles

Baby & Children's Products

Baby & Children's Apparel, Child Car Seats, Childcare & Education, Diapers & Baby Hygiene Products, Infant & Toddler Feeding, Strollers & Baby CarriagesToys & Games

Beauty Products & Services

Bath & Body Products, Face Care Products, Hair Care Products, Makeup & Cosmetics, Perfumes & Fragrances, Spas & Beauty Services, Tanning & Sun Care Products

Business & Industrial Products

Food Service Equipment, Material Handling Equipment, Signage, Work Safety Protective Gear

Business Services

Advertising & Marketing Services, Business Financial Services, Business Printing & Document Services, Business Technology, Corporate Event Planning, Office Supplies, Payment Processing & Merchant Services, Payroll Services, Physical Security & Access Control, Staffing & Recruitment Services

Computers & Peripherals

Computer Accessories & Components, Computers, Printers, Scanners & Faxes

Consumer Electronics

Audio, Batteries, Camcorders, Cameras, Game Consoles, Home Theater Systems, Mobile Phone Accessories, Mobile Phones, Power Adapters & Chargers, Televisions

Dating Services


Foreign Language Study, Post-Secondary Education, Primary & Secondary Schools (K-12), Study Abroad Programs, Test Preparation & Tutoring


Accounting & Finance Jobs, Career Consulting Services, Clerical & Administrative Jobs, Education Jobs, Executive & Management Jobs, Government & Public Sector Jobs, Health & Medical Jobs, IT & Technical Jobs, Internships, Legal Jobs, Resumes & Portfolios, Retail Jobs, Sales & Marketing Jobs, Temporary & Seasonal Jobs

Event Tickets

Concert & Music Festival Ticket, Performing Arts Tickets, Sports Tickets

Financial Services

Banking Services, Credit & Lending, Financial Planning, Financial Planning, Insurance, Investment Services, Tax Services


Baked Goods, Candy & ChocolateCondiments & Sauces, Cooking & Baking Ingredients

Gifts & Occasions

Flowers, Gift Baskets, Holiday & Seasonal Items, Party Supplies & Planning, Personalized Gifts, Photo & Video Services, Wedding Planning

Home & Garden

Cookware & Bakeware, Home & Garden Services, Home Appliances, Home Decor, Home Furnishings, Home Improvement, Home Security, Household Supplies, Kitchen Tools & Utensils, Outdoor Items, Pet Supplies, Tableware


Audio Streaming Subscription Services, Books, DVDs & Videos, Video Games, Video Streaming Subscription Services

Musical Instruments & Accessories

Political Causes (US Elections)

Political Contributions (Left-Leaning US Candidates & Causes), Political Contributions (Right-Leaning US Candidates & Causes), Political Volunteering (Left-Leaning US Candidates & Causes), Political Volunteering (Right-Leaning US Candidates & Causes)

Real Estate

Commercial Properties, Moving & Relocation, Residential Properties


Antivirus & Security Software, Audio & Music Software, Business & Productivity Software, Design Software, Tax & Accounting Software, Video Software

Sports & Fitness

Fitness Products & Services, Outdoor Recreational Equipment, Sporting Goods


Cable & Satellite TV Providers, Internet Service Providers, Mobile Phone Service Providers


Air Travel, Bus & Rail Travel, Car Rental, Cruises, Hotels & Accommodations, Sightseeing Tours & Tourist Attractions, Trips by Destination, Vacation Packages

Affinity categories (What their interests and habits are)

Banking & Finance

Avid Investors

Beauty & Wellness

Beauty Mavens, Frequently Visits Salons

Food & Dining

Coffee Shop Regulars, Cooking Enthusiasts, Fast Food Cravers, Foodies, Frequently Dines Out

Home & Garden

Do-It-Yourselfers, Home Decor Enthusiasts

Lifestyles & Hobbies

Art & Theater Aficionados, Business Professionals, Family-Focused, Fashionistas, Frequently Attends Live Events, Green Living Enthusiasts, Nightlife Enthusiasts, Outdoor Enthusiasts, Pet Lovers, Cat Lovers, Dog Lovers, Shutterbugs, Thrill Seekers

Media & Entertainment

Book Lovers, Comics & Animation Fans, Gamers, Light TV Viewers, Movie Lovers, Music Lovers, TV Lovers

News & Politics

Avid News Readers


Bargain Hunters, Luxury Shoppers, Shopaholics, Shoppers by Store Type, Value Shoppers

Sports & Fitness

Health & Fitness Buffs, Sports Fans


Mobile Enthusiasts, Social Media Enthusiasts, Technophiles


Business Travelers, Travel Buffs

Vehicles & Transportation

Auto Enthusiasts, Transportation Modes

Detailed Demographic Targeting (Who they are)


Current College Students, Highest Level of Educational Attainment


Company Size, Industry/Occupations

Homeownership Status

Homeowners, Renters

Marital Status

In a Relationship, Married, Single

Parental Status


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