There are three levels of targeting in Terminus that you can use to build audiences for advertising tactics. The newest of those levels is seniority, which targets senior decision-makers within specific departments or companies. Having three different levels of targeting granularity allows Terminus customers to decide whether they want to stay at the broadest level and target an entire company or drill down deeper and only target senior decision-makers within specific departments.

Below is a diagram that displays the levels of targeting within Terminus as well as a description of how each one works.


Seniority (New!): This option targets managers and above within the selected department(s) or across the entire company as the audience for the Terminus tactic. Seniority Targeting happens behind the scenes at the job level or function, not based on job title. Filtering the data in this way ensures that we don’t leave out key decision-makers, particularly at larger companies where a manager can have significant decision-making power.

Department: If no devices are found with the seniority filter on either the selected department(s) or the entire company, Terminus will automatically expand to target all individuals in the entire selected department.

Company: If no devices are found using the previous two filters (seniority and department), Terminus will expand to target the entire company. (Note: Terminus will not automatically expand to the entire company unless you select that option when building a tactic.)

How do I set up Seniority Targeting? 

As you move through the Tactic Builder Wizard, you will notice the Targeting step in the process.


This is where you select the type of targeting for your tactic. First, select the departments you’d like to target or the whole company. Next, choose whether you want to target all people within that department or if you only want to target senior decision-makers. Finally, choose whether or not you want to expand to the entire company if Terminus cannot find enough devices based on seniority or department selections.

What is the difference between Seniority Targeting and the Company’s C-Suite and Company’s VP?

The C-Suite and VPs selections allow a marketer to target all the C-Suite or VP-level individuals in the entire company while ALSO targeting entire department(s) (e.g., Sales, Marketing). Seniority targets cookied devices for managers and above within each department you choose. This allows your tactic to reach manager-level individuals in selected departments without having to target managers in other departments. Using these selections in tandem ensures reach of manager level (and above) cookies in departments you select, such as Marketing and Sales, as well as C-Suite and VPs in every other department.

How do I know which level of targeting was used?

Because targeting capabilities within Terminus are flexible and happen at the account level, there are three ways to view which level was used for each account. All three of these indicators are visible within each tactic.

Audience Box

In the Audience box at the top of the tactic show page, you will see the levels of targeting that you selected for the entire tactic.


Account Cards on Tactic Show Page

In the Card View, the account cards will display which level of targeting was used on a particular account.


Table View on Tactic Show Page

In the Table View, the Expansion column displays which level of targeting was used on a particular account.


How does Seniority Targeting impact my ad spend?

Implementing deeper levels of targeting within Terminus tactics will reduce ad spend, especially in larger accounts. Instead of targeting an entire department or company, you can use Seniority Targeting to focus ad spend on reaching key decision-makers.

What departments are available to target?

To access the full list of available departments in Terminus, check out this article.

Can I add or remove targeting levels from a running tactic?

Currently, it is possible to expand targeting within a running tactic, but it is not possible to narrow the targeting. For example, if your tactic is targeting the entire company, you cannot add departments or Seniority Targeting because this would shrink the audience size. If your tactic is targeting at the department level, you can add additional departments, but you cannot add Seniority Targeting or remove any of the existing departments that were previously selected. If you ever want to get more granular on an existing tactic, we recommend creating a new tactic and making the changes.

If you have any questions about this or anything else about targeting in Terminus, please reach out to your CSM or email

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