Custom Audiences will expire 180 days after they are created. The expiration date for each Custom Audience is visible in the ‘Audiences’ tab. Once an Audience expires, it will need to be removed from any Active Lines. If an expired Audience is on an Active Line, it will prevent the Line from optimizing and changes made to the Line will not save until the expired Audience is removed.

In most cases the data that is in the Custom Audience does not actually expire. For example Device IDs, Subdirectory URLs, Lat/Longs, etc., are still valid and could still be used on campaigns. In these cases, you can open the Custom Audience and check the active box, then click ‘Save’. This will re-submit the data and extend the expiration date for another 180 days. In some cases with User IDs and IP Addresses, the data may no longer be valid.

For Creative Custom Audiences, each time a user is added to the audience (when the selected creative serves an impression), the end date will be pushed to 180 days from the date the impression was served. This means that Creative Custom Audiences will expire 180 days after the Creatives selected stop serving on a campaign. For this reason, these Audiences cannot be refreshed as they are constantly refreshing if the Creatives are serving and the collected IDs are only valid for 180 days after the impression is served.