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Amazon DSP study materials
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Amazon DSP practice questions

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Question 1Amazon DSP Fundamentals and Platform Overview

In Amazon DSP, what does a line item primarily control?

  1. The budget, flight dates, and bid strategy for a group of similar ads Correct answer.
  2. The creative file size and pixel dimensions
  3. The login permissions of the campaign manager
  4. The billing currency of the advertiser account

Explanation

A line item sits under a campaign/order and defines the delivery parameters: budget, start and end dates, targeting refinements, and bidding approach. Creatives, account permissions, and billing currency are configured elsewhere.

Question 2Amazon DSP Fundamentals and Platform Overview

Which statement best distinguishes Amazon DSP from sponsored ads (Sponsored Products and Sponsored Brands)?

  1. DSP requires a minimum of one million impressions per day
  2. DSP can only serve ads on Amazon.com search results
  3. DSP is limited to sellers enrolled in Brand Registry
  4. DSP buys programmatic display and video inventory on and off Amazon Correct answer.

Explanation

Amazon DSP is a programmatic demand-side platform for buying display, video, and audio inventory both on Amazon properties and across third-party sites and apps. Sponsored ads are keyword-targeted placements within Amazon shopping surfaces.

Question 3Amazon DSP Fundamentals and Platform Overview

What is the core function of a demand-side platform (DSP)?

  1. To let advertisers programmatically buy and manage ad inventory across multiple sources Correct answer.
  2. To store first-party customer records for a retailer
  3. To host advertiser landing pages and product detail pages
  4. To generate creative assets automatically from product feeds

Explanation

A DSP is software that lets buyers bid on and purchase impressions programmatically across many inventory sources through a unified interface. It does not host pages, store retailer CRM data, or auto-generate creatives as its primary role.

Question 4Amazon DSP Fundamentals and Platform Overview

Which buying model does Amazon DSP use to purchase impressions?

  1. Guaranteed flat-rate insertion orders only
  2. Fixed monthly subscription per website
  3. Real-time bidding through programmatic auctions Correct answer.
  4. Manual phone negotiation with each publisher

Explanation

Amazon DSP purchases impressions programmatically, typically via real-time bidding in auctions, alongside deal-based buying options. It does not rely on manual per-publisher phone negotiation or flat subscriptions.

Question 5Amazon DSP Fundamentals and Platform Overview

What does the term 'supply' refer to in programmatic advertising?

  1. The publishers and exchanges offering ad inventory Correct answer.
  2. The creative agencies producing assets
  3. The advertisers who submit bids
  4. The analytics vendors measuring lift

Explanation

Supply is the inventory side of programmatic advertising: publishers, apps, and exchanges that make impression opportunities available. Advertisers and their bids represent demand.

Question 6Amazon DSP Fundamentals and Platform Overview

Which metric represents the percentage of impressions that resulted in a click?

  1. Frequency
  2. Click-through rate (CTR) Correct answer.
  3. Viewability rate
  4. Cost per mille (CPM)

Explanation

Click-through rate is clicks divided by impressions, expressed as a percentage. Viewability measures whether an ad had the opportunity to be seen, CPM is cost per thousand impressions, and frequency counts exposures per user.

Question 7Amazon DSP Fundamentals and Platform Overview

In Amazon DSP, what is an audience segment?

  1. A group of users sharing targeting attributes such as behavior or demographics Correct answer.
  2. A group of line items sharing a budget
  3. A group of creatives bundled for rotation
  4. A group of publishers on a private marketplace

Explanation

An audience segment is a defined group of users who share characteristics, such as in-market shoppers or demographic traits, used for targeting. Bundles of creatives, budgets across line items, and publisher lists are different constructs.

Question 8Amazon DSP Fundamentals and Platform Overview

An advertiser wants to reach shoppers who browsed a specific product category on Amazon but did not purchase. Which DSP targeting approach fits best?

  1. Device-type targeting limited to desktop
  2. Contextual targeting on third-party news sites
  3. In-market or lifestyle audience targeting based on shopping behavior Correct answer.
  4. Dayparting restricted to business hours

Explanation

Amazon shopping-behavior audiences, such as in-market segments, let advertisers reach users based on browse and purchase signals on Amazon. Contextual, device, and dayparting options do not use that behavioral purchase signal.

Question 9Amazon DSP Fundamentals and Platform Overview

A campaign has 2,000,000 impressions and 4,000 clicks. What is the click-through rate?

  1. 2.0%
  2. 0.2% Correct answer.
  3. 0.02%
  4. 20%

Explanation

CTR equals clicks divided by impressions: 4,000 / 2,000,000 = 0.002, which is 0.2%. The other values misplace the decimal by orders of magnitude.

Question 10Amazon DSP Fundamentals and Platform Overview

What is the purpose of a frequency cap on a DSP line item?

  1. To limit how many impressions a single user sees in a time period Correct answer.
  2. To cap the maximum bid price per impression
  3. To limit the total number of creatives in a line item
  4. To restrict delivery to a maximum number of publishers

Explanation

A frequency cap controls how often an individual user is exposed to an ad within a defined window, helping manage repetition and budget. Bid price caps, creative counts, and publisher limits are separate settings.

Question 11Amazon DSP Fundamentals and Platform Overview

Which statement accurately describes the relationship between campaigns, line items, and creatives in Amazon DSP?

  1. Campaigns, line items, and creatives are independent and unlinked
  2. Creatives contain line items, which contain campaigns
  3. Line items contain campaigns, which contain creatives
  4. Campaigns contain line items, which are associated with creatives Correct answer.

Explanation

The hierarchy runs from campaign/order down to line items, and creatives are associated at the line item level for delivery. This nesting lets budgets and targeting roll up under a campaign while creatives are assigned where they serve.

Question 12Amazon DSP Fundamentals and Platform Overview

What does a private marketplace (PMP) deal provide to a DSP buyer?

  1. Guaranteed placement on Amazon homepage only
  2. Free impressions with no bidding required
  3. Automatic creative generation for each publisher
  4. Access to a curated set of publisher inventory under negotiated terms Correct answer.

Explanation

A PMP deal gives buyers access to a defined, often premium, set of publisher inventory under terms negotiated in advance, still transacted programmatically. It is not limited to Amazon surfaces, is not free, and does not generate creatives.

Question 13Amazon DSP Fundamentals and Platform Overview

An advertiser wants to measure whether users who saw a DSP campaign later purchased on Amazon. Which capability addresses this?

  1. Contextual category blocking
  2. Frequency capping
  3. Viewability verification
  4. Amazon-attributed conversions reporting Correct answer.

Explanation

Amazon can report conversions attributed to ad exposure using its shopping and conversion signals, connecting DSP impressions to downstream purchases. Viewability, frequency, and blocking are delivery controls, not purchase measurement.

Question 14Amazon DSP Fundamentals and Platform Overview

What is the role of a creative in DSP delivery?

  1. It defines the bidding algorithm for the line item
  2. It stores the audience segment definitions
  3. It sets the campaign's total budget
  4. It is the actual ad asset served to the user Correct answer.

Explanation

The creative is the ad unit itself-the image, video, or HTML asset-that gets served to users. Bidding logic, audience definitions, and budgets are configured at other levels.

Question 15Amazon DSP Fundamentals and Platform Overview

A marketer wants ads to appear only during evening hours in a specific region. Which two DSP settings are most directly relevant?

  1. Dayparting and geo targeting Correct answer.
  2. Viewability and brand safety
  3. Bid strategy and budget pacing
  4. Frequency capping and creative rotation

Explanation

Dayparting controls the time of day ads serve, and geo targeting restricts delivery to a defined location. Together they satisfy the evening-plus-region requirement. The other pairs address pacing, exposure, or quality controls rather than time and place.

Question 16Amazon DSP Fundamentals and Platform Overview

What does CPM measure in DSP reporting?

  1. Cost per thousand impressions Correct answer.
  2. Cost per click
  3. Cost per acquisition
  4. Cost per completed view

Explanation

CPM stands for cost per mille, meaning cost per one thousand impressions. CPC, CPA, and cost per completed view measure clicks, acquisitions, and video completions respectively.

Question 17Amazon DSP Fundamentals and Platform Overview

Why might an advertiser use Amazon's first-party shopping audiences in DSP rather than third-party segments?

  1. They are always cheaper per impression than any other inventory
  2. They eliminate the need for any creative assets
  3. They guarantee a fixed number of conversions
  4. They reflect observed Amazon shopping signals such as views and purchases Correct answer.

Explanation

Amazon first-party audiences are built from observed shopping behavior on Amazon, which can make them more relevant for purchase-oriented campaigns. They are not guaranteed cheaper, do not remove creative needs, and cannot guarantee conversions.

Question 18Amazon DSP Fundamentals and Platform Overview

What is programmatic guaranteed buying?

  1. A pre-arranged deal with committed volume and fixed terms executed programmatically Correct answer.
  2. A self-serve tool for creating display creatives
  3. An auction where the highest real-time bid always wins
  4. A method of paying publishers only after a sale occurs

Explanation

Programmatic guaranteed is a deal type where buyer and seller agree in advance on volume and terms, then execute through programmatic pipes. It differs from open auction, performance-only payment, and creative tooling.

Question 19Amazon DSP Fundamentals and Platform Overview

An advertiser's DSP campaign is pacing ahead of schedule and will exhaust budget early. Which lever most directly slows delivery without changing targeting?

  1. Add more creatives to each line item
  2. Increase the bid price on all line items
  3. Adjust budget pacing or daily caps on the line items Correct answer.
  4. Expand geo targeting to additional regions

Explanation

Pacing and daily cap settings govern how quickly budget is spent over the flight, so tightening them slows delivery. Raising bids, adding creatives, or broadening geo would tend to increase or maintain spend rather than restrain it.

Question 20Amazon DSP Fundamentals and Platform Overview

Which scenario best illustrates 'retargeting' in Amazon DSP?

  1. Showing ads based on the content of a news article
  2. Showing ads only to users on a specific device type
  3. Showing ads to everyone in a broad age bracket
  4. Showing ads to users who previously viewed a product but did not buy Correct answer.

Explanation

Retargeting re-engages users who have already interacted with a product or brand, such as viewing but not purchasing. Broad demographics, contextual page matching, and device filters are not retargeting.

Question 21Amazon DSP Fundamentals and Platform Overview

A brand wants to prevent its ads from appearing next to content inconsistent with its values. Which DSP capability applies?

  1. Brand safety and content exclusions Correct answer.
  2. Audience expansion
  3. Frequency capping
  4. Bid optimization

Explanation

Brand safety controls and content exclusion lists keep ads away from unsuitable content. Frequency, bidding, and audience expansion affect exposure and reach, not adjacency to inappropriate content.

Question 22Amazon DSP Fundamentals and Platform Overview

Two line items target the same audience with overlapping flights. Which outcome is the most likely risk if frequency caps are not coordinated?

  1. Amazon will automatically merge the line items
  2. Users may be over-exposed to the same message Correct answer.
  3. Reporting will stop updating for both line items
  4. The creatives will fail to render

Explanation

Overlapping targeting without coordinated caps can cause the same users to see ads repeatedly across line items, wasting budget and annoying viewers. It does not break rendering, merge entities, or halt reporting.

Question 23Amazon DSP Fundamentals and Platform Overview

An advertiser compares a contextual strategy against an audience-based strategy. Which statement is most accurate?

  1. Contextual targets the page content; audience targeting targets user attributes Correct answer.
  2. Contextual targets user purchase history; audience targeting targets page keywords
  3. Audience targeting cannot be used with display creatives
  4. Both rely exclusively on third-party cookie data

Explanation

Contextual targeting matches the content of the page being viewed, while audience targeting selects users based on attributes or behavior. The two use different signals and are not defined by cookie reliance or creative format.

Question 24Amazon DSP Fundamentals and Platform Overview

A campaign reports high impressions but low viewable impressions. What is the most reasonable interpretation?

  1. Many ad impressions did not have the opportunity to be seen Correct answer.
  2. The budget was underspent
  3. The ads were clicked frequently
  4. The audience was too narrow

Explanation

Viewability measures whether an impression had the opportunity to be seen; a low viewable rate means many impressions were not in a viewable position. High impressions with low viewability does not imply clicks, underspend, or narrow reach.

Question 25Audience Targeting and Segmentation

Which Amazon DSP targeting type lets you reach audiences based on their past shopping behavior on Amazon, such as viewing a product detail page or purchasing a product?

  1. In-market audiences
  2. Amazon shopper audiences Correct answer.
  3. Demographic audiences
  4. Lifestyle audiences

Explanation

Amazon shopper audiences are built from Amazon shopping signals, including product views, purchases, and searches. They are distinct from in-market segments, which infer purchase intent from broader browsing, and from lifestyle or demographic segments, which are not based on Amazon shopping activity.

Question 26Audience Targeting and Segmentation

An advertiser wants to retarget people who added a product to their cart on Amazon but did not purchase it. Which audience type is designed for this?

  1. Amazon shopper audience based on cart abandonment Correct answer.
  2. Lookalike audience modeled on purchasers
  3. Lifestyle audience for online shoppers
  4. In-market audience for the product category

Explanation

Amazon shopper audiences can be defined by specific shopping events such as adding an item to the cart without completing a purchase. In-market and lifestyle segments are broader inferred-interest groups, and lookalike audiences model new users on a seed rather than targeting the actual cart abandoners.

Question 27Audience Targeting and Segmentation

What is the primary purpose of Amazon DSP lookalike audiences?

  1. To reach new users who resemble an existing high-value audience Correct answer.
  2. To target users based on their declared age and gender
  3. To retarget users who visited the advertiser's website
  4. To exclude users who have already purchased from the advertiser

Explanation

Lookalike audiences use a seed audience of known valuable users and model additional users with similar characteristics to expand reach. They are prospecting tools, not exclusion lists, demographic filters, or website retargeting.

Question 28Audience Targeting and Segmentation

Which signal is required to build a website retargeting audience in Amazon DSP?

  1. An Amazon Advertising tag or pixel on the advertiser's site Correct answer.
  2. A third-party data provider segment
  3. A manual upload of customer email addresses
  4. An Amazon shopper audience based on purchases

Explanation

Website retargeting audiences are populated by an Amazon Advertising tag (pixel) placed on the advertiser's site that records visitor actions. Email uploads create matched audiences, shopper audiences rely on Amazon signals, and third-party segments come from data providers.

Question 29Audience Targeting and Segmentation

An advertiser uploads a hashed list of customer email addresses to Amazon DSP. What type of audience does this create?

  1. An in-market audience
  2. A lifestyle audience
  3. A customer match audience Correct answer.
  4. A contextual audience

Explanation

Uploading hashed first-party identifiers such as email addresses creates a customer match audience that Amazon can match to its users. In-market and lifestyle audiences are Amazon-curated interest segments, and contextual targeting places ads based on page content rather than a customer list.

Question 30Audience Targeting and Segmentation

What does Amazon DSP contextual targeting use to decide where an ad can appear?

  1. The content and category of the page or app Correct answer.
  2. The user's declared household income
  3. The advertiser's uploaded CRM list
  4. The user's past purchase history on Amazon

Explanation

Contextual targeting evaluates the content, keywords, and category of the page or app to place ads in relevant environments. It does not rely on individual user history, declared demographics, or uploaded customer lists.

Question 31Audience Targeting and Segmentation

Which Amazon DSP targeting capability allows an advertiser to reach users across multiple devices and apps based on a single audience definition?

  1. Cross-device identity resolution Correct answer.
  2. Viewability targeting
  3. Frequency capping
  4. Dayparting

Explanation

Amazon DSP uses identity resolution to associate multiple devices and apps with a user so an audience can be reached consistently across screens. Dayparting controls timing, frequency capping limits impressions, and viewability targeting filters by ad visibility.

Question 32Audience Targeting and Segmentation

An advertiser wants to avoid showing ads to users who have already purchased its product. Which audience action should be applied?

  1. Expand the audience with lookalike modeling
  2. Add the purchasers as a negative audience Correct answer.
  3. Apply a frequency cap to the purchasers
  4. Add the purchasers as an additional target audience

Explanation

Negative audiences (exclusions) prevent ads from being served to specified users such as existing purchasers. Adding them as a target, expanding with lookalikes, or capping frequency does not stop delivery to that group.

Question 33Audience Targeting and Segmentation

What is the main advantage of using Amazon's in-market audiences in a DSP campaign?

  1. They limit delivery to users in a single geographic region
  2. They guarantee a lower cost per click than contextual targeting
  3. They reach users who have shown recent purchase intent in a category Correct answer.
  4. They exclude users who have previously seen the ad

Explanation

In-market audiences group users who have demonstrated recent shopping intent in a category, helping advertisers reach likely buyers. They do not guarantee pricing outcomes, are not a geographic restriction, and are not an exclusion mechanism.

Question 34Audience Targeting and Segmentation

Which data source is used to create Amazon shopper audiences?

  1. The advertiser's website analytics platform
  2. Amazon shopping signals such as views and purchases Correct answer.
  3. Third-party credit bureau records
  4. The advertiser's CRM database

Explanation

Amazon shopper audiences are derived from Amazon's own shopping signals, including product views, searches, and purchases. CRM data and website analytics are first-party advertiser sources, and credit bureau data is not used for this audience type.

Question 35Audience Targeting and Segmentation

An advertiser wants to reach users who have shown interest in a competitor's brand on Amazon. Which approach best fits within Amazon DSP audience targeting?

  1. Target a broad demographic audience
  2. Target a lifestyle audience for outdoor enthusiasts
  3. Target an in-market audience for the competitor's category Correct answer.
  4. Target a contextual placement on a news site

Explanation

In-market audiences can reflect interest in a product category associated with a competitor, allowing the advertiser to reach users expressing that intent. Lifestyle, broad demographic, and news contextual placements do not specifically capture competitor-category interest.

Question 36Audience Targeting and Segmentation

What is the purpose of a lookback window when building an Amazon shopper audience?

  1. To set the maximum number of impressions per user
  2. To define how far back in time the shopping signal is counted Correct answer.
  3. To select the geographic regions to target
  4. To choose which devices the ad will appear on

Explanation

A lookback window specifies the time period over which qualifying shopping events are counted, such as the past 30 or 90 days. It does not control impression frequency, device selection, or geography.

Question 37Audience Targeting and Segmentation

Which statement accurately describes how Amazon DSP lookalike audiences are formed?

  1. They are generated automatically from contextual page keywords
  2. They are created by manually uploading a list of new prospects
  3. They are built from a seed audience and modeled to find similar users Correct answer.
  4. They are selected from a fixed list of demographic segments

Explanation

Lookalike audiences start with a seed audience of known valuable users and use modeling to identify additional users with similar traits. They are not manual uploads, fixed demographic lists, or contextual keyword outputs.

Question 38Audience Targeting and Segmentation

An advertiser wants to reach users who have visited its website but not purchased. Which two audience components are most appropriate to combine?

  1. A demographic audience and a contextual placement
  2. A customer match audience and a lookalike expansion
  3. A website retargeting audience and a purchaser exclusion Correct answer.
  4. An in-market audience and a lifestyle audience

Explanation

Combining a website retargeting audience with a negative purchaser audience focuses delivery on site visitors who have not yet converted. The other pairings do not specifically isolate non-purchasing site visitors.

Question 39Audience Targeting and Segmentation

What is required to use a customer match audience in Amazon DSP?

  1. A list of hashed customer identifiers uploaded to Amazon Correct answer.
  2. A signed insertion order with a publisher
  3. An Amazon shopper audience based on purchases
  4. A third-party data contract with a provider

Explanation

Customer match audiences are created by uploading hashed first-party identifiers, such as email addresses, that Amazon matches to users. Insertion orders, shopper segments, and third-party contracts are not prerequisites for customer match.

Question 40Audience Targeting and Segmentation

Which Amazon DSP feature helps prevent an ad from being shown to the same user too many times across a campaign?

  1. Audience expansion
  2. Frequency capping Correct answer.
  3. Lookback window
  4. Contextual targeting

Explanation

Frequency capping limits the number of impressions a given user receives within a defined period. Audience expansion increases reach, contextual targeting selects page environments, and a lookback window defines the signal time frame.

Question 41Audience Targeting and Segmentation

An advertiser wants to build an audience of users who searched for a specific brand term on Amazon. Which audience type should be used?

  1. A demographic audience
  2. A contextual audience
  3. A lifestyle audience
  4. An Amazon shopper audience based on search terms Correct answer.

Explanation

Amazon shopper audiences can be defined by search behavior, including specific search terms entered on Amazon. Lifestyle, contextual, and demographic audiences do not capture Amazon search-term activity.

Question 42Audience Targeting and Segmentation

What is the effect of adding a negative audience to an Amazon DSP line item?

  1. It excludes the specified users from receiving the ads Correct answer.
  2. It restricts delivery to a specific daypart
  3. It changes the bid strategy for the line item
  4. It increases the line item's reach by expanding targeting

Explanation

A negative audience removes specified users from the line item's targeting so they do not receive the ads. It does not expand reach, alter bid strategy, or set daypart scheduling.

Question 43Audience Targeting and Segmentation

Which targeting approach relies on keywords and page content rather than on user-level data?

  1. Customer match targeting
  2. Contextual targeting Correct answer.
  3. Lookalike audience targeting
  4. Amazon shopper audience targeting

Explanation

Contextual targeting places ads based on the content and keywords of the page or app, without using individual user profiles. Customer match, shopper, and lookalike audiences all rely on user-level data.

Question 44Audience Targeting and Segmentation

An advertiser wants to reach users who have shown intent to purchase in a category but wants to avoid those who already bought the advertiser's product. What is the best audience strategy?

  1. Target the in-market audience and exclude the advertiser's purchasers Correct answer.
  2. Target a lookalike audience built from all site visitors
  3. Target a broad demographic audience without exclusions
  4. Target only the advertiser's purchasers with a frequency cap

Explanation

Combining an in-market audience for category intent with a negative audience of the advertiser's purchasers focuses spend on likely new buyers. The other options either target existing purchasers, lack exclusions, or do not specifically capture category intent.

Question 45Audience Targeting and Segmentation

Which statement best describes the relationship between Amazon DSP audiences and Amazon Advertising console campaigns?

  1. Amazon DSP audiences are limited to demographic attributes only
  2. Amazon DSP audiences are always shared automatically with all advertisers
  3. Audiences created in Amazon DSP cannot be used in sponsored ads campaigns
  4. Amazon DSP audiences can be built from first-party, Amazon, and third-party data sources Correct answer.

Explanation

Amazon DSP supports audiences built from first-party advertiser data, Amazon-owned shopping signals, and licensed third-party segments. They are not restricted to demographics, are not shared across advertisers, and are not inherently unusable elsewhere.

Question 46Audience Targeting and Segmentation

An advertiser wants to reach users based on a third-party segment licensed from a data provider. Which Amazon DSP capability supports this?

  1. Using a pixel on the advertiser's site
  2. Uploading a hashed customer list
  3. Targeting an Amazon shopper audience
  4. Selecting a third-party audience available in the DSP Correct answer.

Explanation

Amazon DSP offers third-party audiences from licensed data providers that can be selected directly in the platform. Hashed uploads, pixels, and shopper audiences are first-party or Amazon-derived methods.

Question 47Audience Targeting and Segmentation

What is the primary benefit of using audience expansion in Amazon DSP?

  1. It reaches additional similar users beyond the original audience definition Correct answer.
  2. It guarantees a lower cost per acquisition
  3. It limits delivery to users in a specific age range
  4. It excludes users who have already converted

Explanation

Audience expansion uses modeling to reach users similar to the defined audience, increasing scale. It does not exclude converters, restrict by age, or guarantee cost outcomes.

Question 48Audience Targeting and Segmentation

Which audience type is most appropriate for an advertiser that wants to reach users who have demonstrated an interest in a specific lifestyle category such as cooking or fitness?

  1. A website retargeting audience
  2. A customer match audience
  3. A lifestyle audience Correct answer.
  4. A contextual audience

Explanation

Lifestyle audiences group users by interests and habits such as cooking or fitness. Customer match, website retargeting, and contextual targeting are not defined by lifestyle interest categories.

Question 49Audience Targeting and Segmentation

An advertiser observes that a lookalike audience built from recent purchasers performs better than one built from all site visitors. What is the most likely reason?

  1. Recent purchasers are a broader seed and therefore produce more scale
  2. Site visitors are always lower value than purchasers
  3. Lookalike audiences never use site visitor data
  4. The purchaser seed better represents users likely to convert Correct answer.

Explanation

A seed audience of recent purchasers signals high-value conversion behavior, so the modeled lookalike is more likely to resemble users who convert. Broader seeds do not necessarily improve performance, and site visitors can be valuable but are less precise as a seed.

Question 50Audience Targeting and Segmentation

What does an Amazon DSP audience segment represent?

  1. A list of keywords that trigger ad delivery
  2. A group of users who share common attributes or behaviors Correct answer.
  3. A collection of placements where ads can appear
  4. A set of ad creatives that share a common theme

Explanation

Audience segments group users based on shared characteristics such as demographics, interests, or past actions, enabling targeted ad delivery. They are not about creatives, placements, or keywords, which belong to other targeting or campaign setup areas.