Improve campaign performance by reaching the right audience at the right time with Custom Audiences. A custom audience is a type of remarketing list that is generated by using first-party data to create richer user segments. When your data management platform (DMP) connects into our Custom Audiences feature, you can then import the Custom Audience segments you’ve already created into Microsoft Advertising for search remarketing. Custom Audiences work like remarketing, and can be associated to ad groups as target and bid, bid-only or as an exclusion.