--- title: "Search Keyword" slug: "search-keyword" updated: 2026-03-24T18:06:18Z published: 2026-03-24T18:06:18Z canonical: "help.yahooinc.com/search-keyword" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.yahooinc.com/llms.txt > Use this file to discover all available pages before exploring further. # Search Keyword Audiences *This article describes resources and services you can use to view, create, and update search keyword audiences.* ## Overview A search keyword audience identifies Yahoo Search users based on their search history. Yahoo DSP defines a search keyword audience using an array of `keywords` (words and phrases searched) and `excludeKeywords` (words and keywords not searched). The search audience includes Yahoo Search users whose search histories meet both criteria. ## Hierarchy You can define a `Search Keyword` audience at the seat level or the advertiser level. - Seat-level audiences are shared by every advertiser in the seat. - Advertiser-level audiences are specific to a single advertiser. ## Endpoint ```plaintext /traffic/audiences/srt ``` Use the following HTTP methods: - Use the `GET `method to view an existing search keyword audience. - Use the `POST` method to create a new search keyword audience. - Use the `PUT` method to update an existing search keyword audience. ## Resources The `Search Keyword` audience object contains the following fields: | **Field** | **Description** | **Data Type** | **Create** | **Update** | | --- | --- | --- | --- | --- | | `id` | Specifies the audience ID. | `integer` | N/A | Required | | `name` | Specifies the name of the audience. | `string` | Required | Optional | | `status` | Specifies the current status of the audience. Allowed values: - `ACTIVE`: you can target the audience. - `INACTIVE`: you cannot target the audience. Defaults to `ACTIVE` if you don’t specify a value. **Note**: Yahoo DSP automatically deactivates search keyword audiences that have not been used for 90 days. | `string` | Optional | Optional | | `accountId` | Specifies the advertiser ID. If you specify an advertiser ID, you can only use the audience for that advertiser’s campaigns. To learn more, refer to [Advertisers](/dsp-api/docs/advertisers). | `integer` | Required for advertiser-level audiences; do not use for seat-level audiences. | Required for advertiser-level audiences; do not use for seat-level audiences. | | `retentionDays` | Specifies the recency of the date a user must have searched for a keyword to be included in the audience (in days, counting back from the current date). Allowed values: 1, 2, 3, 4, 5, 6, 7, 15, 30. Defaults to `7` if you don’t specify a value. | `integer` | Optional | Optional | | `matchType` | Specifies the keyword match type. Allowed values: - `EXACT`: Match only the keywords that are exactly the same. - `BROAD`: Expands the keyword list by generating additional similar keywords. **Note**: For broad matches, if the keyword is *treadmill*, the expansion algorithm might generate keywords like *elliptical trainer* and *nordic track*. Yahoo DSP supports broad match keywords for U.S. English and Traditional Chinese. | `string` | Optional | Optional | | `broadOptimizationType` | Specifies the optimization method used to expand the seed list if the `matchType` value is `BROAD`. Allowed values: - `CLICKS_CONVERSIONS`: Optimizes for click and conversation performance. - `REACH`: Optimizes for reach by generating semantically similar keywords. By default all new and existing broad-match audiences optimize for clicks and conversions. | `string` | Required if the `matchType` is `BROAD`. | Required if the `matchType` is `BROAD`. | | `keywords` | Specifies an array of keywords. Use to include people who search for certain keywords. | `array` | Required | Optional | | `excludeKeywords` | Specifies an array of keywords. Use to exclude people who search for certain keywords. To remove existing values, specify an empty array. | `array` | Optional | Optional | | `createdAt` | A read-only field that specifies when the audience was created. | `string` | N/A | N/A | | `countryCodes` | Specifies an array of International Standards Organization ISO3, 3 letter alphabetic country codes representing the target country/region for the audience. Specify single or multiple country codes. Must be selected from the supported country list. | `string` | Required | N/A | ## Read Audience Read a specific search keyword audience. ```plaintext GET /traffic/audiences/srt/{id}?accountId={accountId} ``` ### Parameters | **Parameter** | **Parameter Type** | **Description** | **Data Type** | **Required/Optional** | | --- | --- | --- | --- | --- | | `id` | path | Specifies the audience ID. | `integer` | Required | | `accountId` | query | Specifies the advertiser ID. | `integer` | Required for advertiser-level audiences. Do not use for seat-level audiences. | ### Sample Seat-Level Request URL ```plaintext GET https://dspapi.admanagerplus.yahoo.com/traffic/audiences/srt/50299597 ``` ### Sample Seat-Level Response ```plaintext {  "response": {    "matchType": "EXACT",    "id": 50299597,    "name": "TestSegment_TR46",    "keywords": [      "keyword1",      "keyword2"    ],    "excludeKeywords": [      "exclude_keyword1"    ],    "createdAt": "2017-08-09",    "status": "ACTIVE",    "retentionDays": 7,    "countryCodes": ["USA", "CAN"]  },  "errors": null,  "timeStamp": "2017-08-09T18:06:19Z" } ``` ### Sample Advertiser-Level Request URL ```plaintext GET https://dspapi.admanagerplus.yahoo.com/traffic/audiences/srt/50301215?accountId=1356341 ``` ### Sample Advertiser-Level Response ```plaintext {  "response": {    "matchType": "EXACT",    "id": 50301215,    "name": "TestSegment_TR7507",    "accountId": 1356341,    "keywords": [      "keyword1",      "keyword2"    ],    "excludeKeywords": [      "exclude_keyword1"    ],    "createdAt": "2017-08-11",    "status": "ACTIVE",    "retentionDays": 7,    "countryCodes": ["USA", "CAN"]  },  "errors": null,  "timeStamp": "2017-08-11T18:08:37Z" } ``` ## Create Audience Create a new search keyword audience. ```plaintext POST /traffic/audiences/srt ``` ### Parameters All fields are specified in the body of the `application/json` payload. ### Sample Request URL ```plaintext POST https://dspapi.admanagerplus.yahoo.com/traffic/audiences/srt ``` ### Sample Request Body (Seat-Level) ```plaintext {  "name": "NEW_SRT",  "keywords": [    "keyword1",    "keyword2"  ],  "excludeKeywords": [    "exclude_keyword1"  ],  "matchType": "BROAD",  "broadOptimizationType": "REACH",  "countryCodes": ["USA", "CAN"] } ``` ### Example Response (Seat-Level) ```plaintext {  "response": {    "matchType": "BROAD",    "id": 50299597,    "name": "NEW_SRT",    "keywords": [      "keyword1",      "keyword2"    ],    "excludeKeywords": [      "exclude_keyword1"    ],    "createdAt": "2017-08-09",    "status": "ACTIVE",    "broadOptimizationType": "REACH",    "retentionDays": 7,    "countryCodes": [“USA”, “CAN”]  },  "errors": null,  "timeStamp": "2018-02-20T21:40:16Z" } ``` ### Sample Request Body (Advertiser-Level) ```plaintext {  "name": "TestSegment_TR52",  "keywords": [    "keyword1",    "keyword2"  ],  "excludeKeywords": [    "exclude_keyword1"  ],  "accountId": 1356341,  "countryCodes": ["USA", "CAN"] } ``` ### Sample Response (Advertiser-Level) ```plaintext {  "response": {    "matchType": "EXACT",    "id": 50300102,    "name": "TestSegment_TR52",    "accountId": 1356341,    "keywords": [      "keyword1",      "keyword2"    ],    "excludeKeywords": [      "exclude_keyword1"    ],    "createdAt": "2017-08-10",    "status": "ACTIVE",    "retentionDays": 7,    "countryCodes": ["USA", "CAN"]  },  "errors": null,  "timeStamp": "2017-08-10T03:46:38Z" } ``` ## Update Audience Update an existing search keyword audience. ```plaintext PUT /traffic/audiences/srt/{id} ``` Partial updates are supported for all fields except `keywords` and `excludeKeywords`; values of supported fields that are not in the payload remain unchanged. ### Parameters The audience *id* is specified in the endpoint path. All other fields are specified in the body of the `application/json `payload. ### Sample Request URL (Seat-Level) ```plaintext PUT https://dspapi.admanagerplus.yahoo.com/traffic/audiences/srt/50300847 ``` ### Sample Request Body (Seat-Level) ```plaintext {  "name": "TestSegment_TR7508",  "keywords": [    "keyword124",    "keyword2"  ] } ``` ### Sample Response (Seat-Level) ```plaintext {  "response": {    "matchType": "EXACT",    "id": 50300847,    "name": "TestSegment_TR7508",    "keywords": [      "keyword124",      "keyword2"    ],    "excludeKeywords": [      "exclude_keyword1"    ],    "createdAt": "2017-08-10",    "status": "ACTIVE",    "retentionDays": 7,    "countryCodes": ["USA", "CAN"]  },  "errors": null,  "timeStamp": "2017-08-11T06:53:40Z" } ``` ### Sample Request URL (Advertiser-Level) ```plaintext PUT https://dspapi.admanagerplus.yahoo.com/traffic/audiences/srt/50300835?accountId=1356341 ``` ### Sample Request Body (Advertiser-Level) ```plaintext {  "name": "TestSegment_TR7507",  "status": "INACTIVE" } ``` ### Sample Response (Advertiser-Level) ```plaintext {  "response": {    "matchType": "EXACT",    "id": 50300835,    "name": "TestSegment_TR7507",    "accountId": 1356341,    "keywords": [      "keyword1",      "keyword2"    ],    "createdAt": "2017-08-10",    "status": "INACTIVE",    "retentionDays": 7,    "countryCodes": ["USA", "CAN"]  },  "errors": null,  "timeStamp": "2017-08-11T06:28:54Z" } ``` ## Read Supported Countries Get a list of supported countries. ```plaintext GET /traffic/audiences/countries ``` ### Sample Response ```plaintext {  "countries": [    {      "isoCode3": "USA",      "name": "USA"    },    {      "isoCode3": "CAN",      "name": "Canada"    },    {      "isoCode3": "JPN",      "name": "Japan"    },    {      "isoCode3": "IND",      "name": "India"    },    …    {      "isoCode3": "ECU",      "name": "Ecuador"    },    {      "isoCode3": "ARG",      "name": "Argentina"    },    {      "isoCode3": "COL",      "name": "Colombia"    }  ] } ``` ## Delete Audience The DSP Traffic API does not support the deletion of search keyword audiences.