Demographic targeting uses what viewers explicitly chose to share. Each field — age, gender, ZIP, income, household, etc. — has a consent state on the viewer side: private, anonymous, or disclosed.

When you target a field, only viewers who set that field to anonymous or disclosed are eligible. Viewers who kept the field private are excluded from the pool regardless of their underlying value.

In the campaign wizard, demographic targeting covers:

  • Age range — a minimum and maximum, in years.
  • Household income — by band.
  • Gender.
  • Household size.
  • Education.
  • Employment status.
  • Relationship status.

(Location — country and US state — sits alongside these, together with viewer tier and verification.)

As you set each field, the wizard shows a live audience estimate and, beside each demographic, the share of viewers who have disclosed it — for example "shared by ~94% of viewers." Because targeting a field only reaches viewers who chose to share it, that coverage figure is the ceiling before your other filters narrow the pool further. See Previewing your audience.

The more axes you target, the more precisely matched each completion is — and the higher the CPM, since you're paying for verified, consented precision rather than reach.

What you see in your results is always aggregate — never an individual viewer row. "12,431 viewers matched ages 25–34 in California," never "viewer 7f3a is 28, female, Chicago." Zayvay holds the raw, person-level data; you get the counts and distributions built from it.

Each field carries a consent state on the viewer side — private, anonymous, or disclosed. That tier reflects the viewer's own privacy choice and what they earn; it does not change the fact that you only ever see aggregates. Targeting a field reaches only viewers who set it to anonymous or disclosed; anyone who kept it private is excluded from the pool regardless of their underlying value.

Precision costs more: the more you target, the higher the CPM, because you're paying for verified, consented matches rather than raw reach — and that premium flows to the viewer. The wizard shows the impact on your forecast as you build.