Audience (Targeting)
The group of people your ad is delivered to.
An audience is a set of users defined by attributes (location, age, gender, interest, behaviour, custom event). Modern platforms have largely automated targeting — Meta's Advantage+ and Google's Performance Max actively ignore narrow interest stacks in favour of broad signals.
For MENA e-commerce, the winning pattern in 2025 is: 1 broad audience (country + gender + age 18–55, no interest filters) per ad set, multiple creative angles per ad set, let the algorithm allocate. Heavy interest-stacking is a 2018 tactic that now reduces CPM efficiency.