LY Ads API | Developer Center

2026/03/12

Search Ads: Add an age and gender targeting feature and rename target lists

Updates

March 12, 2026: The article has been updated following the completion of this implementation.
March 12, 2026: The scheduled date has been updated due to the postponement of the release.
February 25, 2026: The scheduled date and details of the feature additions and changes have been updated. A link to the detailed document (PDF) has also been added.
January 27, 2026: Publication of this article has started.

Product

Yahoo! JAPAN Ads Search Ads

Schedule

March 12, 2026 (Thu)

Summary

The following feature additions and changes have been implemented in Search Ads.

Renaming of "Target List"

In Search Ads, the name "Target List" has been changed to "Audience List" (hereinafter referred to as "Audience List").
This is a name change only and does not affect the list functionality or ad delivery method.
Due to this change, if you are importing existing reports or operation history data, the import process may fail. Please update the name accordingly if necessary.

Addition of Targeting by Age and Gender

In Search Ads, it is now possible to perform targeting by specifying age and gender.
By associating audience lists categorized by age and gender (hereinafter referred to as "Age/Gender Audience Lists") with ad groups, you can target specific user segments.
By using this feature, you can adjust ad delivery intensity for each user segment according to your products or services, which is expected to improve return on ad spend as well as increase click-through and conversion rates.
*This feature will initially be provided to accounts with a certain level of transaction history, taking system load and other factors into consideration. Details of the eligibility requirements will not be disclosed.

Comments

• Predefined Age/Gender Audience Lists are provided. These lists cannot be edited by users. In addition, detailed reach information such as user size cannot be referenced.

• Age/Gender Audience Lists cannot be used in combination lists.

• In the Audience List association list, user-created Audience Lists and system-created Age/Gender Audience Lists will be displayed together.

Impact on Yahoo! JAPAN Ads Search Ads API

This feature is available in Search Ads API v19 and later.
For details of the changes in the Search Ads API, please refer to "[Yahoo! JAPAN Ads] API v19 System Release".

Documents

For details such as usage examples of this feature and operational procedures in the Campaign Management Tool, please download and refer to the following document (PDF).
Download the document