When using the term “Audience” in search engine marketing it typically relates to the cookies and other meta data collected to identify shoppers or users looking for information.
Using tools for tracking audiences such as The Audiences report in Google Analytics, you can enable features that allow you to tag and group together a combination of search attributes that are meaningful to your business objectives.
To access data in the Audiences report of Google Analytics, you need to enable certain features such as Demographics and Interests.
Enabling these features will collect cookies and third-party tracking data about your users in an attempt to serve you meaningful insights about their behaviour.
So what is an Audience?
An audience refers to groups of people with an interest in a service or product, their shared attributes across a series of dimensions and metrics, such as geolocation or income bracket