# Audience

> A reusable segment of people built from their events, conversions, and attributes, synced to ad platforms for targeting and retargeting.

An **audience** is a reusable segment of people, built from the events, conversions, and attributes they generate, that you sync to ad platforms to target or retarget. Audiences turn tracked behavior (viewed a product, abandoned a cart, became a lead) into a list an ad platform can act on.

## Per-persona meaning

- **Affiliate marketer:** a retargeting pool of clickers or converters to exclude or re-engage across offers.
- **eCommerce marketer:** cart-abandoners, past purchasers, or high-value buyers, segmented for retargeting and exclusion.
- **Lead-gen marketer:** leads at a given funnel stage, or qualified leads, used as a prospecting seed.
- **Business owner:** the groups of people you want ads to reach — or stop wasting spend on.

## Do not confuse with

- [Lookalike Audience](/glossary/lookalike-audience) — an audience is a segment *you* define from your own data; a lookalike is one the ad platform *models* to resemble it.

## In AnyTrack

The richer and better-matched the events AnyTrack sends, the more accurate the audiences an ad platform can build from them. Conversions delivered server-side with strong identifiers raise [Event Match Quality](/glossary/event-match-quality), which in turn improves both retargeting audiences and the lookalikes modeled from your converters.