Is your advertising targeting A 25-54? It’s time to rethink your audience. Age targeting relies on technology to be able to accurately determine what age you are based on a variety of data points.
When you place an age requirement, a campaign will filter out anyone it can’t accurately pinpoint, especially with mobile. You risk eliminating a significant portion of a prospective audience simply by applying age. In fact, from a quick inventory search this week, over 75% of the potential audience in one market had no age identifiers. This is becoming a much larger problem as the use of cookies is further reduced.
Instead of looking at age as a number, consider shifting focus to associated lifestyle and purchase behavior.