Traffic Analytics can also help you prioritize placements based on audience overlap

For example, if you are interested in optimizing your spend, you can find 2 placements with maximum overlap and then pick the one that would offer more favorable pricing. Or you can test your targeting on two placements with minimum overlap to see which audience would respond better.

You can also explore the publisher’s audience (its gender, age, and interests) using the Display Advertising Overview report. This data will also help you find new targeting combinations for your experiments. Here are some other points for consideration:

• The diversity of the publisher’s audience
• The relevance or the correlation of the publisher’s categories with the goods/services you advertise
• The countries and devices the publisher is getting traffic from
• The number of ads and/or the times each ad was seen on the website