Get started with targeting criteria
Overview
Targeting allows you to specify the requirements of your future campaign, aiming at publishers that provide ad opportunities aligning with those specifications.
Access
To access targeting, select Media Planning from the navigation menu. The targeting criteria will appear in the Targeting section. The supply targeting criteria will appear in the Supply section.
To access site list targeting, select Site list from the navigation menu.
You can also access all these targeting options directly from the line item page.
Supported targeting criteria
Targeting
In the Targeting section, you can set up the following targeting criteria:
- Buyer/partner seat: targets specific buyer or partner seats within a DSP.
- Supply: targets specific publishers, domains, and apps.
- Site list: targets elected list of domains and apps to include or exclude for ad placement.
- Geolocation: targets users based on their location.
- Environment/Device: targets ads based on users' environments (web, mobile web, app), devices (desktop, tablet, smartphone, Smart TV, set-top box, gaming console, or other devices), or based on the presence of intermediaries in the supply path.
- Ad format: targets inventories where the ads match specific types, behaviors, or shapes.
- Supply Path Optimization (SPO): targets inventory that comes through the most transparent paths between publishers and advertisers.
-
Data marketplace*: uses third-party data to target the following segments and contextual criteria:
- Audience segments: groups of users based on criteria such as demographics, interest in products, shopping habits.
- Semantic and performance segments: contextual segments based on semantic categorization of web content.
- Domain category: media properties that best match audiences' affinities, relying on Equativ’s proprietary categorization.
- Cookieless and mobile ID-less traffic targeting: inventory without cookie-based user IDs or mobile IDs.
- Alternative ID provider: segments of users identified by an alternative ID provider.
- Predicted viewability/video completion: inventory where viewability or video completion exceeds a specific predicted threshold.
- Addressable TV: targets inventory by criteria specific to Advanced TV video environments, offering on-demand video content.
- Carbon-neutral inventory: targets carbon-neutral inventory by removing sites with excessive emissions.
- Content metadata: targets content based on metadata, such as language, channel, or network.
- Connected TV (CTV): targets connected TV environments.
Supply
In the Supply section, you can define specific publishers, domains, and apps to target. For more information, see Supply targeting.
The domains and apps listed in the Supply section are filtered based on the criteria selected in the Targeting section. For example, if you target a specific country under Geolocation, the available domains and apps will be limited to those offering ad opportunities in that country. Similarly, if you select a specific publisher in the Supply section, the list of domains and apps will update to show only those monetized by that publisher.
As you narrow the supply and targeting criteria, the inventory insights update in real time. For more information, see Get inventory insights.
Site list
A site list consists of a collection of domains and apps that you can either include, specifying where ads will be displayed, or exclude, specifying where ads won't appear. For more information, see Site list targeting.
*For information about the limitations of targeting options within data marketplace targeting, see Inventory-specific targeting options.