Overview

Publishers can work with audience data providers to target their first party audience data. To enable this type of targeting, publishers must first integrate with one of the audience data providers and the data provider must synchronize their data with Equativ with one of the methods explained in the Sync segments and profiles (API v2) and Sync segments and profiles (batch file) article articles.

First party audience data targeting in insertions

To target audience segments based on first party data:

• go to the Targeting section of the insertion
• expand the Audience section
• click on Add audience segments

In the segment tree, expand the desired data provider and select the appropriate segment(s). The segments based on first party data have a 1st party label and are shown at the top of the list.

There is no Fee for segments based on first party data since the audience data provider is in a direct business relationship with the publisher.

Once you have selected the appropriate segments, they are displayed in the list. By default, all segments are connected with the OR operator. To connect them with AND, simply click on the OR button.

Switching an OR operator to AND means that the targeting phrase will fall into two groups: all segments above/beneath the AND operator become a group of OR-connected segments.

Use the drag and drop feature to move a selected segment to another group of OR-connected segments. 

Exclude option

You can also exclude selected segments to avoid displaying the insertion to users that don’t match your targeting. To do so, switch the toggle button next to the segment.

First party audience data targeting in preferred deals and private auctions

To target first party audience data in preferred deals and private auctions:

• Go to Campaigns > Deals
• Select Preferred deal or Private auction
• scroll to the Audience section
• search for segments or click Browse full catalogue
• select the desired segment(s)
• adapt the operators between the segments, if needed: by default, all segments are connected with the OR operator. To connect them with AND, click on the OR button. Switching an OR operator to AND will result in the targeting phrase falling into two groups: all segments above/beneath the AND operator become a group of OR-connected segments. Warning: Use “AND”-combinations with caution: they may lead to highly restrictive targeting, strongly reducing the deal's reach
• exclude selected segments using the Exclude toggle to prevent the display of the deal to users that do not match your targeting.