---
title: "Audience Profiling"
slug: "audience-profiling"
updated: 2025-10-20T18:14:20Z
published: 2025-10-20T18:14:20Z
canonical: "help.dsp.samsungads.com/audience-profiling"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.dsp.samsungads.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Audience Profiling

This feature is available for the following countries: US, Canada, Spain, UK, France, Italy, Germany, Switzerland, Austria.

*Profile Audience* portrays audience behavior with respect to their content consumption habits.

This feature allows you to benefit from Samsung Ads' first-party data to gain a deeper understanding of your audiences in order to better target them and increase the effectiveness of your campaigns.

For example, based on the viewership metrics related to a specific type of program, you could then extend the reach of your campaign by including similar programs on your list.

          
          

This can be easily and quickly performed with the *Combining Audiences* feature. See [Audience Combination](/v1/docs/audience-combination) for more details.

## Creating an Audience Profile

          
          

This option is available only for audiences that have been already processed by Samsung DSP (i.e., with the **AVAILABLE** status).

As the creation of a profile may take between 1 and 3 hours, we highly recommend you to submit your requests with an interval of 2 hours between each request (i.e., 5:30/7:30/9:30 etc.) for faster processing.

1. In the left menu, click on **Audiences**.
2. On the *Audiences Listing* page, select an audience by clicking on its name.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874125817.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)
3. In the upper right-hand corner, click on the **three dots** and select **Profile Audience**.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/07f72225-ca25-421e-a4ba-29b3efe9237f.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

          
          

An error message will appear if you try to profile:

- An audience based on several countries. Samsung DSP cannot determine from which country you want to perform the profiling.
- An audience which presents a null value for the *Estimated Count* column (i.e. the audience has zero audience count).

          
          

To take fully advantage of a more granular analysis regarding this audience, you could first refine it before creating a profile. See [Audience Refinement](/v1/docs/audience-refinement) for more details.

1. In the *Audience Profile* pop-up window, click on the *Study Period* field to define the date range Samsung DSP should take into consideration for building the report. Samsung DSP will analyze viewership behavior during this time frame.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874197406.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)
  - Click on one date to set the start date, then click on another date to set the end date and close the date range. You can also use the *From* and *To* fields on the left.

          
          

To speed up your choice, you can select one of the pre-defined date ranges on the left (i.e., *Last 7 days* or *Last 30 days*).

          
          

Some considerations to take into account:

- The maximum *Study period* to profile an audience can’t exceed 31 days.
- Samsung DSP allows you to generate audience profiles up to 6 months from the current date.

- Once defined, click on **Apply**.
- Click on **Generate Profile** to start the creation of the report.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874249002.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

          
          

Once the report is submitted, you will be automatically directed to the *Reports* tab.

Samsung DSP can take up to 2 hours to build these reports based on the settings you applied to compose your audience (segments) or on the study period range.

## Accessing the report

          
          

You can only access to reports that have been processed by Samsung DSP (i.e., with the *Available* status).

- In the *Reports* tab, select the report by clicking on its name. The three digits next to your report’s name indicates its version number using this audience.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/3d3d2ce4-ee21-464d-b1c5-83eed7500da8.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

          
          

For more details regarding the source audience that produced a report:

- Click on the column icon and tick the *Audience Name* checkbox.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874318205.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)
- The *Audience Name* column will be available, and you will be able to access the audience by clicking on its name.  

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/52267ff6-e5c0-49ac-8d37-ea4e8fbecde6.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

### Download Report

You can generate a report by clicking on **Download Report** in the bottom right-hand corner of the page.

A list of all device/type vendor combinations, networks, programs, and locations will be presented within one .xlsx file where each tab represents an audience profile.

## Audience Profiles

On the *Report Details* page, you will see six tabs, where each of them represents an audience profile:

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874859844.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

- **Network Profile**: This tab provides metrics about the networks that are popular for this audience. See [Network Profile](/v1/docs/audience-profiling#network-profile) for more details.
- **Program Profile**: This tab provides metrics about the programs that are popular for this audience. See [Program Profile](/v1/docs/audience-profiling#program-profile) for more details.
- **Geolocation**: This tab provides metrics about the locations where this audience tunes in. See [Geolocation](/v1/docs/audience-profiling#geolocation) for more details.
- **Daypart**: This tab provides metrics about the time periods when this audience tunes in. See [Daypart](/v1/docs/audience-profiling#daypart) for more details.
- **Connected Device**: This tab provides metrics about the connected devices this audience is using. See [Connected Devices](/v1/docs/audience-profiling#connected-devices) for more details.
- **Usage Tier**: This tab provides metrics about the viewership rate by classifying this audience into terciles. See [Usage Tier](/v1/docs/audience-profiling#usage-tier) for more details.

### Network Profile

*Network Profile* reveals the top networks tuned in by the profiled audience.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/428b4979-a745-4b37-a1ee-d21deb8ab4d1.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

This tab comprises two sections: a table and a graph.

| Table | Graph |
| --- | --- |
| ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/2aa964ad-95ca-42f6-ab76-8d362007efe0.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) This table provides a network classification from *Good* to *Best* based on the *Index*. | ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874905723.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) These graphs present the *Rank by Index*, *Average Time Spent* and *Rank by % of Audience*. - **Rank by Index**: This graph presents the ranking position of the networks from *Best* (*Better* in this case) to *Good* based on the time this audience spent watching them. - **Average Time Spent**: This graph indicates the average time (in minutes) this audience spent watching a specific network. - **Rank by % of Audience**: This graph indicates the audience percentage that was tuned in to a specific network. |

### Program Profile

*Programs Profile* reveals the top programs tuned in by the profiled audience.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874938139.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

This tab comprises two sections: a table and a graph.

| Table | Graph |
| --- | --- |
| ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/77e450d6-4efc-461c-b9fc-d091cb1aba85.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) This table provides a program classification from *Good* to *Best* based on the *Index*. | These graphs present the *Rank by Index*, *Average Time Spent* and *Rank by % of Audience*. ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687874966759.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) - **Rank by Index**: This graph presents the ranking position of the programs from *Best* to *Good* based on the time this audience spent watching them. - **Average Time Spent**: This graph indicates the average time (in minutes) this audience spent watching a specific program. - **Rank by % of Audience**: This graph indicates the audience percentage that was watching a specific program. |

### Geolocation

*Geolocation* reveals how viewers composing the profiled audience are distributed by states for a given country.

          
          

The *Top 10 Indexing DMAs* is a section applicable only to your audiences from United States.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875099919.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

The *Top 10 Indexing* tables provide the following information:

- **State**: This column indicates on which states viewers belonging to this audience are distributed.
- **DMA** (US Only): This column indicates the DMAs (Designated Metropolitan Area) where viewers belonging to this audience reside.
- **% of Target Audience**: This column indicates the audience percentage in relation to the State/DMA.
- **Index**: This column indicates the affinity this audience has with a particular DMA against the entire Samsung Universe.

### Daypart

*Daypart* reveals the segments of the day when the profiled audience is the most active.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875111588.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

This tab comprises two sections: a table and a graph.

| Table | Graph |
| --- | --- |
| - **Daypart**: This column indicates the time period from which the viewership activity was recorded. - **% of Target Audience**: This column indicates the audience percentage that was watching during a specific daypart. - **Avg Time Spent**: This column indicates the average time (in hours) the audience spent in relation to a specific daypart over the course of the study period. - **% Time Spent**: This column indicates the total time spent in relation to a specific daypart. - **Time Spent Index**: This column indicates how this audience’s daypart proportion compares to the total universe’s daypart proportion. Let’s suppose the audience you are profiling is for a show that airs only during late night → It would have a disproportionately high distribution of *Late Night* daypart viewership and would be indexed higher than 100. | ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875143791.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) This graph is generated by combining the data from the *% of Target Audience* and *Avg Time Spent* columns for each daypart. Click on the **eye icon** to display or hide the corresponding data. |

### Connected Devices

Samsung DSP collects information about the devices that were connected and used when this audience was tuned in. The information is presented through the *Device Type* and *Vendor* tabs.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/c08a792b-acdb-44ff-8efa-936650e50b75.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

This tab comprises two sections: a table and a graph.

| Table | Graph |
| --- | --- |
| ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875226561.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) - **Device Type**: This column indicates the device type that was connected or used by the audience. - **Vendor** (Under the *By Vendor* tab): This column indicates with which vendor the device type is associated. - **% of Target**: This column indicates the audience percentage that was using a specific device type. - **Index**: This column indicates how this audience’s usage of a connected device compares proportionately with the total universe’s usage of a connected device. | ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875236958.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) This graph is generated using the data coming from the *% of Target* for the top 3, 5, or 10 devices or vendors (if the *By Vendor* tab is selected). Use the drop-down list in the upper left-hand corner to filter. |

### Usage Tier

*Usage Tier* breaks down an audience’s engagement into three viewership groups: *Light*, *Medium,* and *Heavy*.

- *Light* refers to the viewers who don’t watch a lot of TV programs. They are mostly assigned to the new generation (people who consumed videos through internet-connected services such as *Youtube*, *Netflix*, etc).
- *Medium* refers to viewers who watch moderately TV Programs (for some special events like *Superbowl* or TV shows).
- *Heavy* refers to viewers who watch TV programs as much as they can, whenever the TV is turned on.

This page comprises two sections: a table divided into three tabs and a graph presenting the information per platform or usage tier.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875321984.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

| Linear | OTT | Gaming |
| --- | --- | --- |
| ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875361470.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) - **% of Target**: This column indicates which audience percentage is made up of *Light*, *Medium*, and *Heavy* linear TV viewers. - **Avg. Time Spent (min)**: This column indicates the average time (in minutes) a usage tier group spent watching TV. - **Time Spent Distribution**: This column indicates how much of the total time a specific usage tier spent watching TV. - **Index Time Spent**: This column indicates how this audience’s usage tier compares to the total universe’s usage tier regarding the time spent watching TV. If it is exactly the same, the Index would be at 100. - **Index % of Target**: This column indicates if this usage tier is over or underrepresented in the audience as a whole. | ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875366471.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) *OTT* (Over-The-Top) means any media consumed from a media streaming device. Samsung DSP measures OTT usage by launch count instead of time spent. - **% of Target**: This column indicates which audience percentage is made up of Light, Medium, and Heavy OTT consumers. - **Avg # of Launches**: This column indicates the average number of launches of apps/services (across all apps/services in the OTT universe) a specific usage tier group performed. - **Index**: This column indicates how this audience’s usage tier compares to the total universe’s usage tier regarding the number of app launches. If it is exactly the same, the Index would be at 100. | ![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/image-1687875373465.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D) Gaming usage means any video gameplay recorded in the data. Samsung DSP measures Gaming usage by launch count instead of time spent. - **% of Target**: This column indicates which audience percentage is made up of Light, Medium, and Heavy Game consumers. - **Avg # of Sessions**: This column indicates the average number of gaming console launches (aka sessions) a specific usage tier group performed. - **Index**: This column indicates how this audience’s usage tier compares to the total universe’s usage tier regarding the number of app launches. If it is exactly the same, the Index would be at 100. |

For both tabs (*Per Platform* and *Per Usage Tier*), the graphs are generated using the data coming from the *% of Target* for each usage tier.

![](https://cdn.document360.io/287afab9-a086-4024-a782-6cbdb167f005/Images/Documentation/48f42f63-ac12-46cd-a7c9-8ca90edf47bd.png?sv=2026-02-06&spr=https&st=2026-11-10T17%3A57%3A18Z&se=2026-11-10T18%3A57%3A18Z&sr=c&sp=r&sig=%2FvBUealgx%2FYXQioA3nqvOYCfaQupXBAZKVRmBSCKR1g%3D)

Click on the **eye icon** to display or hide the corresponding data.