An audience segment is a group of people within a larger audience who share certain characteristics or qualities. In advertising and marketing, audience segments are often created based on demographic, behavioral, or psychographic traits, such as age, gender, income, interests, or values. Audience segments can be created using data from market research, surveys, or online tracking tools.

Audience segments are important because they allow advertisers to tailor their messages and targeting to specific groups of people who are more likely to be interested in their products or services. This can help to improve the effectiveness of an advertising campaign and increase the chances of achieving the desired marketing objectives. For example, an advertiser who sells outdoor gear may create separate audience segments for hikers, climbers, and kayakers, and tailor their ads and targeting to each of these groups.