Overview

With domain category targeting, you can target media properties that best match your audiences' affinities. Domain category targeting relies on Equativ’s in-house proprietary categorization of domains and apps into segments. The segments are organized in a three-level hierarchy, that is Universe > Type > Segment. For more information about the categorization of domains and apps into segments, see Categorization of domains and apps into segments.

Domain category targeting offers the following advantages:

• Reaching relevant audiences at scale, without the need of user identification, such as cookies. 
• Exploring new targeting options, for example in gaming and CTV. 
• Cost efficiency as Equativ offers the targeting technology free of charge.

Access

To access domain category targeting, select Media Planning from the navigation menu. The domain category targeting options will appear in the Data marketplace section of the Targeting panel. You can also access domain category targeting directly from the line item page. For more information, see Create line item: targeting .

Configure domain/app segments targeting

To target a domain category segment, follow these steps: 

1. In the Targeting section, expand the Data marketplace tab. 
2. Select + Add domain/app category segments. 
3. Select the desired segments from the segment tree. 

The segments are connected using the OR logical operator by default. The inventory insights are recalculated in real time, showing you the volume available for the selected segments. For more information, see Get inventory insights.

Manage segments

You can manage the domain category segments with these options:

• Reorder segments: to change the order of your segments, drag and drop them.
• Change the OR/AND relationship: to change the operator, click it.
• Exclude segments: to exclude selected segments from your targeting, use the switch button on the right.

Each time you change the domain category segments, inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights.

Categorization of domains and apps into segments 

The following table presents the categorization of domains and apps into segments.