You can create audiences in the following interfaces:
- Analytics shared segment
- Audience Library real-time audience
- Audience Manager audience
Each of the interfaces allows you to create an audience with differing data and options.
- Analytics shared segments can contain be based on almost any data that is within your Analytics data set
- Audience Library audiences can be based on raw analytics data (prop, eVar, and event values) along with Customer Attributes data that may come from a 3rd party data set
- Audience Manager can contain any number of traits from 1st, 2nd, or 3rd, party data.
Overall, you should be cognisant of passing personally identifiable information (PII) when using these features. Different countries have various laws about PII and where it can be used.