Targeting

Targeting options
Different Device Targeting Opportunities
Hashed Mobile Advertising ID Targeting
Eskimi Device ID for Multi-channel campaigns- Opportunities and Limitations
Contextual targeting
Socio Economic Class (SEC) & Living Standards Measure (LSM) targeting
Language targeting
Location targeting
Unlocking the Power of Interest Audience Targeting: An In-Depth Look

Targeting options

Placement: placements are locations on the Eskimi DSP Network where your ads can appear. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.

Demographics: this option is used when you want to reach a specific set of potential customers who are likely to be within a particular age range, gender, socio-economic class, or in a specific location. For instance, if you run a fitness studio exclusively for women, demographic targeting could help you avoid showing your ads to men.

Tech: this option is used when you want to reach an audience according to the devices, browsers, OS, operators, 3G/4G/Wifi and advanced telco targeting. For example, you can target Apple iPhone users who use the Chrome browser.

Behavioural: you can target audiences according to their interests. Interests are defined by user browsing activities and behaviour online. When a certain interest is selected, ads are served only to the people who recently showed interest in a specific topic.

Furthermore, another behavioural targeting option could be retargeting. Retargeting shows ads to people who have visited your website or used your mobile app. When people leave your website without buying anything, for example, retargeting helps you reconnect with them by showing relevant ads across their different devices.

Audiences - Types

While creating a new audience in the "Eskimi DSP" platform, you can select different types of audiences that can be assigned either to a campaign or tracked separately.

Behavioural (user interests) - this audience type, is used if you want to track users based on their interests. You can select from a variety of interests starting from Arts all the way to Travel.

Country - here you can select the country of the specific audience which you will capture based on their interests.

Verticals - nowhere you select the specific interests of the audience, every interest is categorized and you can expand each category.

Retargeting (apps/sites)

Retargeting (geolocation) - by using this type of audience can be tracked based on their location or even based on the polygon that you can draw on the map.

Different Device Targeting Opportunities

With the rapid growth of 'digital media time' spent on mobile, it is now extremely important to make sure that the ads reach the right people at the right time. The majority of ad budgets are now spent on carefully targeted rather than wide-reaching campaigns intended for anyone. Device detection is an essential ingredient to make this possible. Eskimi offers advertisers rich device type targeting capabilities. This article will go through all of the device types.

Set-up

To use device type targeting advertisers should navigate themselves to Campaign Setup.

Move to Platform, Telco & Device section.

Device type targeting will be as a third selection. By selecting the device type advertisers will target only the particular device type. By deselecting a device type advertisers will exclude the device type from the targeting.

Different Device Types

External TV Device (Connected Device)

External TV device refers to devices that can be connected to your TV to stream movies and shows directly to your TV. One of the most popular External TV Devices would be Chromecast with Google TV, Amazon FireTV, Nvidia Shield TV, Xiaomi Mi Box S, Xiaomi Mi TV Stick, Ematic Jetstream 4K and many more.

Creatives: External TV Device supports only HD Quality VAST video. Dimensions of 1280x720.

Targeting: External TV device it is not compatible with DMP targeting, but some DSP targeting (Device brand & Mobile operator (ISP and WIFI)) can be used with External TV Device targeting. Keep in mind that additional targeting may decrease the available device traffic.

Limitations: It is not possible to use DMP targeting. While when it comes to measurement viewability and clicks won't be tracked. Additionally, traffic for this device type may be limited, so it is essential to run some tests before heading to advertising.

Smart TV (Connected TV)

Reach users on their Connected TV (CTV) devices and increase your brand impact by synchronizing campaigns across devices in the household. Connected TV specifically refers to televisions that have access to an internet connection and can load or stream digital content. At Eskimi Connected TV targeting refers to Smart TVs (where internet connection is built-in) and can also include standard TVs that are connected to the internet via smart devices. Smart devices include dongles like Roku or Chromecast and internet-capable DVD players.

Creatives: Connected TV supports only VAST video ads. Dimensions of 320x480, 1280x720, 720x1280.

Targeting: DMP targeting cannot be used with CTV, but some DSP targeting (Device brand & Mobile operator (ISP and WIFI)) can be used with Connected TV targeting. Keep in mind that additional targeting may decrease the available device traffic.

Limitations: It is not possible to use DMP targeting. While when it comes to measuremnet viewability and clicks won't be tracked. Additionally, traffic for this device type may be limited, so it is essential to run some tests before heading to advertising.

Feature Phones

A feature phone is a type or class of mobile phone that retains the form factor of earlier generations of mobile telephones, with press-button based inputs and a small non-touch display. phone ads remain a popular marketing channel for businesses to tap due to the sheer size of the user base in emerging markets despite the current popularity of higher-end smartphone devices, market observers say.

Creatives: At Eskimi Features phones are compatible with banner ads.

Targeting: DSP targeting can be used for when targeting feature phones. Keep in mind that additional targeting may decrease the available device traffic.

Limitations: DMP targeting cannot be used for Feature phones. Additionally, traffic for this device type may be limited, so it is essential to run some tests before heading to advertising.

Personal Computers

The definition of a personal computer is a small computer with a microprocessor, designed for use by an individual. An example of personal computers are desktop computers used in homes, schools and small businesses. Today, the terms PC, desktop, laptop and just plain "computer" are synonymous with personal computer.

Creatives: Advertisers can use different creative formats such as banner, IBV, HTML, VAST video, native, native video.

Targeting: DSP and DMP targeting can be applied to some extent. It is not possible to use app related targeting with PC device targeting (ex.: geofence). Keep in mind that additional targeting may decrease the available device traffic.

Limitations: PC targeting doesn't support targeting related with apps and app traffic.

Game Console (Set-top box)

Game Console - Indicates if the device is primarily a game console, such as an Xbox or Playstation.

Creatives: Both Display and Video ads can be served on console devices.

Targeting: DMP targeting cannot be used with game console targeting, but some DSP targeting (Device brand & Mobile operator (ISP and WIFI)) can be used with game console targeting. Keep in mind that additional targeting may decrease the available device traffic.

Limitations: DMP targeting cannot be used for game console targeting. While viewability and clicks will not be measured. Additionally, traffic for this device type may be limited, so it is essential to run some tests before heading to advertising.

Smartphone Targeting

Smartphone targeting Indicates all mobile devices, smartphones with the modern operating system (Android, iOS, Windows Phone, BlackBerry, etc.). Smartphone targeting involves addressing certain target groups on mobile devices. The ads are based on user-oriented criteria and are adapted to the technical requirements of smartphones and tablets. Smartphone targeting will include both mobile web and mobile app platforms.

Creatives: Smartphone targeting is compatible with different creative types - banner, IBV, HTML, VAST video, native, native video.

Targeting: DSP and DMP targeting can be used to narrow down smartphone audience.

Tablet

A tablet is a wireless, portable personal computer with a touchscreen interface. The tablet form factor is typically smaller than a notebook computer, but larger than a smartphone.

Targeting: Tablet device targeting is compatible with various DSP and DMP targeting. Keep in mind that additional targeting may decrease the available device traffic.

Limitations: Traffic for this device type may be limited, so it is essential to run some tests before heading to advertising.

To Sum Up

Understanding the device preference of your target customers is hence important. However, we actually keep coming back to the realisation that understanding your user groups is extremely crucial. Therefore, always think where your core audience can be reached.

Hashed Mobile Advertising ID Targeting

At Eskimi the key element is to provide clients privacy safe solutions. This is why Eskimi can provide clients to use their hashed first party data which provides privacy that clients are looking for.

Hashed first-party data

Eskimi supports only sha256 hashing. This is a well known cryptographic hash that changes 40 symbols of device ID to 64 symbols.

Example of unhashed device ID:

00001928-4f63-4923-8ce0-a1e2c2517385

Example of sha256 hashed device ID:

335a0a471e13c7773712a038576f6186c7df6975ee3f91500c97112a44135e0f

Why hashed first-party data is important?

Privacy. They key goal of hashed first-party is to ensure privacy for the data that clients share. By providing the opportunity to upload hashed device IDs Eskimi provides privacy first solution to the clients.

Manual Appsflyer Audience. Hashed first-party data upload enables advertisers to manually upload audience from Appsflyer. This wasn't possible before as Eskimi was able to only take up unhashed device IDs. While now clients can take their first-party data from Appsflyer and upload it on Eskimi dashboard and use the data during programmatic advertising.

Easier first-party monetisation. Clients won't need to unhashed their first party data if they have it hashed. This enables easier first party monetisation.

How hashed first-party data is uploaded?

Hashed first-party data is uploaded as unhashed. In Eskimi dashboard you have to go to:

Tools -> Audiences -> Add Audience -> Under Audience Type select: User IDs list -> Upload a .csv file of hashed device IDs -> check Hashed device IDs (as in the example). By doing so you will inform the system that you uploaded hashed device IDs which will make the matching easier.

After the audience is created it will take around 15 minutes for the system to do the matching. After that audience can be added as targeting.

Keep in mind that clients still can only use hashed device IDs so the uploaded audience will be compatible with targeting that uses device IDs (app, operator, device and etc.)

How to hash device IDs?

Device IDs can be hashed by using various online tools. For example: https://emn178.github.io/online-tools/sha256.html.

The essential thing to understand that the device ID has to be in lower cases before hashing.

FAQ

1. When it is needed to hash the device IDs?

It is not mandatory to hash the device IDs. The sole purpose of hashing is to secure the data and not share raw device IDs. Clients hash device IDs purely from security reasons.

2. How unhashed IDs looks like?

The unhashed device example: 00001928-4f63-4923-8ce0-a1e2c2517385. The unhashed device ID has 40 symbols.

3. The look of devices IDs depends on what? iOS or Android? Something else?

There are two types of device identifiers - GAID and IDFA. Let's dig into them accordingly:

Google Advertising ID — aka GAID, aka Android ID, aka Android Advertising ID (AAID) — is a device unique identifier that enables app developers and marketers to measure campaign performance and user behavior across media sources, without compromising user privacy.

The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device. Advertisers use this to track data so they can deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).

4. Is it possible to hash device Ids ourself?

Yes, there are many online tools that helped to do that. For example: https://emn178.github.io/online-tools/sha256.html

5. Are we able to get traffic for device IDs targeting from every exchange? Or only several exchanges support matches?

The traffic with device ID will come from any exchange that has app traffic and send device ID as an identifier.

Eskimi Device ID for Multi-channel campaigns- Opportunities and Limitations

At Eskimi we can retarget the DSP campaign audiences in other platforms such as Facebook, Google Ads through Device ID. However, we collect device ID from Apps and cookie ID from Sites so for retargeting maximum users the campaign needs to run on only Apps.

Facebook:

We can upload the device IDs in Facebook as Custom Audience. Facebook will identify the device IDs as Mobile Advertiser IDs however changes to Identifier for Advertisers (IDFA) on iOS 14 may affect the match rate when using Mobile Advertiser ID.

Google Ads:

We cannot upload the device IDs directly in Google Ads as Mobile Device IDs because it requires providing more information about the app where the customer data comes from. This is done because the solution allows clients to retarget their app users on Search, Shopping and Youtube.

The only option for Google Ads is to upload the Device IDs through API integration since it doesn't require selecting a specific app from where we got Mobile Device IDs as it would require by uploading audience through the mobile device section.

For the API integration, there are requirements on the minimum budget, duration, etc. and the integration can be done with the help of our Product and Tech team. Also, it will take time to establish the integration therefore before planning any campaign, the essential details will need to share with all the responsible teams to start the process.

Contextual targeting

Contextual targeting is a placements targeting type when system is buying placements for campaign next to selected whitelisted keywords. There are two types of content checking that can be seen in contextual targeting set up:

URL Keyword – If an URL contains keywords from a uploaded keywords list, system will participate in the auction for this impression and will show an ad. If URL doesn‘t contain keywords from uploaded keywords list, an impression will not be purchased and the ad won‘t be showed near such an article.
Site content – before purchasing an impression system is crawling a site content and check if any of keywords from uploaded list appear in site contenct – title of article, article text, etc. If keyword from uploaded list is found in site content – system buyis an impresion, if no – an impression will not be purchased.

It is important to note, that app traffic can not be checked for contextual targeting, therefore campaigns, where contextual targeting is used, should have all apps excluded and run only in sites inventory.

To set up campaign with contextual targeting you will need CSV file containing a keywords that you would like to target list.

How to enable Contextual targeting on a campaign level

Some examples of how Context options are working:

Example 01:

Example keywords list: sport, football, cricket
Find in URL – would show the ads the ads near such content:

Example 02:

Example keywords list: cricket, basketball
Find in content – would show the ads near such content:

Socio Economic Class (SEC) & Living Standards Measure (LSM) targeting

What is Socio Economic Class (SEC) & Living Standards Measure (LSM) targeting?

Socio economic class and living standard measure targeting - is the segmentation of customer base into high, middle, low class users. The groups can also represent the purchasing power of a user - the higher the group, the higher purchasing power. Users are grouped based on concrete parameters that can be identified from users browsing history.

Both classification methods (SEC & LSM) represents the same classification, however the use of specific method depends on the applicable country.

Eskimi indicates 6 main SEC groups and and 10 LSM classes:

Class/group	SEC	LSM
Upper	A1, A2	16-17
Middle	B1, B2	12-15
Lower	C, D	8-11

From the rich data points in Eskimi DMP, we were able to build comprehensive SEC and LSM targeting. There are key signals that Eskimi considers when calculating SEC and LSM:

Device price range - it is clear that the mobile device that you use can identify your social status. For example a higher price device indicates that you have the possibility to buy more expensive things. This is why Eskimi considers device price range when calculating SEC and LSM.

Location - it is undeniable that people living in capitals or large cities have a much higher purchasing power than those living in rural areas. Location signals groups people based on the location (city) they are seen the most.

Location tags - our social cues can tell a lot about us and even our social status. Location tags indicate what locations the person was seen the most often. For example, airports, malls, business centers and similar could be attributed to upper class people.

Data Consumption quartiles - groups people based on their data consumption patterns. Naturally, if a person browses little on the internet it is possible to assume that his/hers social status is lower as they don’t have the luxury to always stay online.

3G / 4G use - groups people based on the most often seen connection type which ranges from 2G to 4G. If the person has the ability to be always online with a 4G network it means that they live in a location where network connection is good and living standards are much higher.

SEC	A1	A2	B1	B2	C	D
LSM	LSM 16-17		LSM 12-15		LSM 8-11
Device price	$700+	$500-$700	$300-$500	$200-$300	$100-$200	$1-$100
Location	Largest cities only	Largest cities only	Largest cities only	Mix	Mix	Mix
Location tags	petrol_station, restaurant, movie, business_center, airway-airport, mall, central areas, private housing compound, hotel	-private coumpound + university + leisure +bakery +residential	any of the A1+A2, but only occasional, rare	any of the A1+A2, but only occasional, rare	village, suburb	rural areas, no recognizable location tags, village, suburb
3G/4G use	Mostly 4G	3G-4G	3G	3G	2G-3G	2G

Why SEC & LSM targeting?

Socio economic class and living standard measure targeting allows brands globally to personalize their advertising based on different SEC and LSM groups: upper, middle and lower. For example, telecom brands can offer different bundles for relevant SEC and LSM.

A great ICP for SEC and LSM targeting tends to be banks, mobile device manufacturers, FMCG, telco brands.

SEC & LSM features

Selection

SEC and LSM targeting can be instantly found in the campaign setup page. Clients do not need to upload their 1st party data to have SEC and LSM enabled. The feature is fully empowered by Eskimi.

Other targeting

SEC and LSM targeting can be combined with any other feature on Eskimi DSP. However, it is necessary to understand that applying additional targeting will narrow down the audience which will increase the CPM.

Reporting

The SEC and LSM report can be found in the general report section. Report displays impressions and CTR by SEC. The report is updated in real-time.

Limitations

SEC and LSM targeting cannot be combined with PC, TV targeting.

Language targeting

Introduction

Eskimi DSP's language targeting feature enables precise audience reach based on preferred languages. Advertisers can tailor their ads to specific linguistic groups, enhancing relevancy and engagement. With language targeting on Eskimi DSP, campaigns can be optimised for better results and improved ad performance. This article explores the technical implications how language targeting works and why advertisers should use it.

How language targeting works?

Language targeting is based on the publisher's (site & app) content. When the campaign targets a specific language or language groups Eskimi DSP will search for ad opportunities that include app.content.language or site.content.language signal with a concrete language selected in the campaign.

The content in this case is determined by the publisher. Eskimi doesn't do additional monitoring to validate that the language of the content is actually true. If the above mentioned signals are not found the ad opportunity will fall under the unknown language targeting.

Keep in mind that the language targeting available on Eskimi DSP is not related with the device language. This is a different language type under openRTB protocol. Eskimi DSP doesn't support device language targeting.

Where language targeting can be found?

Language targeting is available for any advertising using Eskimi DSP. The targeting can be located in the campaign setup, under Location & Audiences section. There are 185 languages that advertisers can use throughout their advertising.

Why to use location targeting?

There are many reasons why advertisers should use language targeting. Here are some points to consider for any advertiser:

Enhances relevance by delivering messages in the preferred language of the target audience, increasing engagement and conversion rates.
Enables advertisers to reach a global audience, expanding market reach and capitalising on international business opportunities.
Demonstrates cultural sensitivity by adapting content to the local language, fostering a deeper connection with potential customers.
Increases engagement rates by presenting content in users' native language, resulting in higher click-through rates and interactions with ads.
Improves ROI by reaching the right audience in their preferred language, optimising advertising spend and increasing conversion rates.

Limitations

Language targeting allows advertisers to reach relevant audience. However, there are key points to consider when using language targeting:

The amount of ad opportunities will decrease. Advertisers will not have the same amount of ad opportunities when applying language targeting.
The reduced amount of ad opportunities will result in higher CPM.
Some of the languages may have small ad opportunities so it is essential to check how the targeting impacts business KPIs, spends and other important metrics.

Location targeting

Introduction

Eskimi DSP offers advertisers a range of powerful tools to effectively reach their target audience. One such crucial capability is location targeting. This article serves as a comprehensive guide, outlining how location targeting functions within the Eskimi DSP platform.

Location Targeting - Country

Workflows: Country targeting is a fundamental aspect of location targeting, and it can be accessed through the "Campaign Setup" page under the "Location & Audiences" section. To target a specific country, advertisers need to select the desired country from the search box within the Country targeting section. If multiple countries are selected, the system will automatically create separate campaigns for each selected country, allowing for more precise targeting and customization.

Targeting logic: The country targeting feature operates based on the country signal present in the bid request. For instance, the bid request may include a field such as "country":"nga" to indicate the country. In cases where the bid request does not contain a specific country signal, the system derives the country information from the IP address associated with the request.

Location Targeting - City

Workflows: City targeting within Eskimi DSP enables advertisers to reach users at a granular level by selecting specific cities. Unlike country targeting, city targeting allows advertisers to choose multiple cities without any set limit. When multiple cities are selected, users will be targeted across all of the chosen cities simultaneously.

City targeting can be accessed within the "Campaign setup" menu, specifically under the "Location & Audiences" section. To target specific cities, simply select the desired cities from the drop-down menu provided.

Targeting logic: Initially, city targeting is based on the IP address provided in the bid request. Eskimi utilizes a reliable third-party platform, maxmind.com, to derive cities from IP addresses. Maxmind.com has demonstrated high accuracy compared to other similar tools. Deriving cities from IP addresses is considered to be accurate based on industry standards.

In cases where the IP address does not yield a specific city, the system employs alternative parameters such as city alias or GPS location. However, it's important to note that these alternative signals are not given priority by default. This is because a smaller portion of bids will include GPS data, and city alias information may exhibit inaccuracies when compared to the IP address and the actual user location. Thus, IP-based city derivation remains the primary method for city targeting within Eskimi DSP.

Troubleshooting: It is important to note that the cities available in the drop-down menu are dependent on bid requests received with the relevant city information. If you do not see a particular city that you wish to target in the drop-down menu, please reach out to tech@eskimi.com. The technical team will assist you in enabling the city of your choice for targeting purposes, ensuring that you can effectively reach your desired audience. However, keep in mind that the cities enabled in the UI are more likely to be seen in the bid request.

Location Targeting - State/County

Workflows: State/County targeting can be accessed within the "Campaign Setup" page under the "Location & Audiences" section. Once in this section, you will find a drop-down menu that provides a list of states/counties to choose from. Please note that selecting a specific country is a prerequisite for obtaining the list of states.

Targeting Logic: When targeting states/counties, the system targets cities under the specific state or county. Eskimi has a historical mapping between cities and states. So when a specific state is selected the cities under the stated based on the mapping will be targeted.

City and State Targeting: When both city and state targeting are selected, the system searches for users within the chosen cities OR the specified states/counties. Which means that users will be targeted from a specific city or the cities in the state(s) which were selected in the targeting.

Troubleshooting: It is crucial to acknowledge that the availability of states/counties in the drop-down menu is contingent upon the mapping between states/counties and cities. If you do not see a specific state that you wish to target in the drop-down menu, please reach out to tech@eskimi.com. The technical team will assist you in enabling the state of your choice for targeting purposes, ensuring that you can effectively reach your desired audience. However, keep in mind that the states enabled in the UI are more likely to be seen in the bid request.

Location Targeting - GPS Only

The targeting methods described earlier are based on IP addresses or specific aliases in the bid request. However, for advertisers who require even higher accuracy in their targeting, Eskimi offers GPS-only targeting.

Workflows: GPS Only targeting can be accessed within the "Campaign Setup" page under the "Location & Audiences" section. Advertisers need to select the checkbox indicating their preference for GPS-based targeting.

Targeting Logic: When the GPS Only targeting checkbox is selected, the system focuses on bid requests that provide latitude/longitude (lat/lon) information derived from GPS. This targeting method utilizes GPS data for precise location targeting. It is important to note that GPS targeting works for both city and state/county targeting. We derive the city or state based on GPS by using Neutrino API.

Limitations: It is essential to consider the limitations of GPS Only targeting. Not all bid requests will contain GPS-derived lat/lon data. As a result, this targeting method may limit the potential reach of your campaign and potentially lead to higher CPM (Cost Per Mille) rates. However, GPS-based targeting offers higher accuracy for advertisers seeking precise location targeting.

By opting for GPS Only targeting, advertisers can leverage the benefits of increased accuracy in reaching their desired audience.

Unlocking the Power of Interest Audience Targeting: An In-Depth Look

Introduction

In the ever-evolving world of digital advertising, advertisers are constantly seeking innovative ways to reach their target audience with precision and effectiveness. One such powerful tool in their arsenal is interest audience targeting. By leveraging the insights gained from user interests, advertisers can tailor their campaigns to specific audience segments, resulting in higher engagement and conversion rates. In this article, we will explore the targeting logic behind interest audience targeting and shed light on how it enables advertisers to connect with the right users at the right time.

Workflows - Audience Creation

To set up an audience for interest audience targeting, follow these steps:

Go to your advertising platform's dashboard or interface.
Locate the "Tools" section or tab, usually located in the top navigation menu.
Click on "Audiences" to access the audience management options.
Look for the "Add Audience" or "Create New Audience" button and click on it.
In the audience creation form, you will be prompted to select the type of audience. Choose "Behavioral (user interest)" from the dropdown menu. This option allows you to target users based on their specific interests.
Next, you will see a list of available user interests or categories. Select the interest(s) that align with your campaign objectives. For example, if you are promoting cat-related products, you might choose "Cat Lovers" as the user interest.
Provide a name for your audience to easily identify it later. You can also add a description or any additional notes for reference.
Save or submit the audience to create it.

Workflows - Campaign Setup & Audience Selection

Once you have set up your audience(s) for interest targeting, you can add them to your campaign setup to ensure your ads reach the desired audience. Follow these steps:

Navigate to the "Campaigns" section in your advertising platform's dashboard or interface.
Look for the option to create a "New campaign group" or select an existing campaign where you want to add the audience. Click on it to proceed to the campaign setup page.
On the campaign setup page, scroll down or locate the "Location & Audiences" section. This is where you can define the targeting parameters for your campaign, including audiences.
In the "Audiences" section, you should see an option to add audiences to your campaign. Click on it to access the audience dropdown.
In the audience dropdown, you will be able to view and choose from the audiences you have previously created. This is where you can apply the audience(s) you created for interest targeting.
Select the relevant audience(s) that you want to include in your campaign. In this case, you can choose the audience you created for cat lovers or any other relevant interest-based audience you have set up.
Once you have selected the audience(s), save your settings or proceed to the next steps of the campaign setup, such as defining budget, ad creatives, and scheduling.
Review and confirm your campaign settings before launching it to ensure everything is set up correctly.

Targeting Logic - Audience Targeting

Behavioral targeting allows campaigns to participate in auctions based on specific criteria related to the interests of the target audience. Let's explore the targeting logic behind behavioral audience targeting:

Domain Categorization: When a campaign is set up with behavioral targeting, it enters an auction if the domain associated with the bid request matches the desired category. For example, if the campaign is targeting cat lovers, it will participate in the auction if the bid request's domain is categorized as 'cat lovers'. This ensures that the ad is displayed on websites or platforms that fall within the specified category, reaching the intended audience.
User Profile Matching: In addition to domain categorization, campaigns can also participate in the auction based on user profiles. Each user has a unique identifier known as a Data Management Platform (DMP) ID. If the user's DMP profile indicates an interest in cat lovers, the campaign will enter the auction. This enables advertisers to target users who have expressed a preference for cats, ensuring that the ad is shown to relevant individuals.

By leveraging both domain categorization and user profile matching, campaigns can effectively reach their target audience in the context of behavioral targeting. This approach maximizes the chances of engaging users who have a genuine interest in the specific category, leading to higher engagement and conversion rates.

It's important to note that the targeting logic operates within the framework of an auction, where campaigns compete for ad placement. The highest bidder who meets the targeting criteria secures the opportunity to display their ad to the user who triggered the bid request. This ensures that ads are delivered to the most relevant users based on their interests and the campaign's targeting settings.

Targeting Logic - OR, AND & Exclude Functions

In the Audience section of the campaign setup, advertisers have the flexibility to combine audiences using OR and AND operators, as well as exclude unwanted audiences.

OR Operator: Advertisers can add multiple audiences using the OR operator, reaching users who match any of the selected audiences. This broadens the targeting approach and can be useful when aiming for a broader audience or multiple interest categories.
AND Operator: By using the AND operator, advertisers can create more specific targeting. Ads will be shown only to users who match all the selected audiences. This allows for a narrower and more precise audience selection.
Excluding Audiences: The option to exclude audiences allows advertisers to refine targeting by excluding specific audience segments. This helps avoid showing ads to irrelevant or conflicting interest groups.

Utilizing these functionalities, advertisers can tailor their targeting strategy to align with their business goals. Whether it's reaching a broader audience, targeting specific interest combinations, or excluding certain segments, these options provide flexibility and optimization opportunities. Regular evaluation of campaign performance is essential to ensure effective targeting.

Summary

Audience creation in digital advertising involves defining user interests and behaviors to effectively target desired audiences. In campaign setup, advertisers add audiences and configure targeting options to refine their reach. The targeting logic combines domain categorization and user profile matching, allowing campaigns to participate in auctions based on relevant domains or user interests. By leveraging these processes, advertisers can create precise audiences, set up campaigns with tailored targeting, and maximize the effectiveness of their digital advertising efforts.