Targeting

Targeting options
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

Behavioral targeting options are classified according to factors such as demographics, purchasing power (SEC), and interests. Users are segmented based on their interactions with websites, apps, or other digital platforms. Find more information here.

Inventory targeting option includes targeting based on exchanges, apps/site white/black lists (find information here). Contextual targeting aligns a brand’s ad with the content a user is engaging with, ensuring both brand safety and relevance. This is achieved by analyzing page categories or keywords and matching them to the content on the webpage or URL, find more information here.

Device environment targeting options allows to target users based on their browser, device type/brand, operator, etc. Get more information here.

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.