Targeting Inventory

In the Targeting Inventory area of the Targeting page, you can choose to target or block certain exchanges, deals, auction types (first price, second price), apps and sites, as well as specific site-level placements such as the display ad’s position on the page or the video player size. You can also block malware using the bot avoidance controls.

Exchanges and Deals

A line in your campaign can target one or more exchanges or available private marketplace deals. There are specific rules about line item targeting of exchanges and deals. For details, check out About Deals.

exchanges-or-deals-button

To target exchanges and deals:

  1. Select a radio button to target either exchanges or deals.

    Note

    You can select either exchanges or deals, but not both.

    Do one of the following:

    • Select Exchanges to target on one or more Yahoo or third-party exchanges.
    • Select Deals to target a private marketplace deal.
  2. From the drop-down list, select Target or Block to set whether you want to target or block your selected exchanges or deals. If you want to target most exchanges, but block a select few, it might be easier to set up the line to block only those exchanges.

    exchanges-drop-down-list
  3. Search for your first exchange or deal from the drop-down list. Do one of the following:

  • If you selected Exchanges in Step 1, start typing the name of an exchange to find that exchange.

    search-for-an-exchange
  • If you selected Deals in Step 1, start typing the name of an exchange, deal name, deal ID, or exchange deal id (grouped by exchange) to find the deal you want to target. You can expand the exchange listings to see the deals under them.

    search-for-a-deal
  1. Add the exchange or deal to the targeting criteria by clicking the plus sign to the right of the exchange or deal name.
search-for-a-deal

You see your exchange or deal in the field below the buttons. For example:

your-selected-deal

Note

You can remove the exchange or deal from the list by clicking its close box.

your-selected-exchange
  1. Continue adding exchanges or deals until you have added all the ones you want to the list.

Inventory Auction Type

Targeting by inventory auction type lets you specify the types of auctions (first or second price) you want to participate in:

  • All auctions
  • First-price (only)
  • Second-price (only)

Since the auction type can have significant impact on the price you might bid, targeting by auction type can help ensure that your bid for a given line makes sense.

Note

If you’re bidding on display lines, see First Price Display Auction Type for information on first-price display inventory.

Selecting auction types to target

You can include the Inventory Auction Type dimension in reports generated in the Report Builder. For more information, see Report Builder Dimensions.

App and Site Lists

If you have set app lists and/or site lists to include and/or block apps and URLs, you can target or block those lists. For information on creating app lists and site lists, check out App and Site Lists.

Selecting auction types to target

To target app and site lists:

  1. Search for the app or site list you want to target. Start typing the name of the list in the Target text box.

  2. To add the app or site list to the targeting definition, click the plus sign on the right side of list.

    adding-an-app-or-site-list

    Note

    You can export the app or site list data by clicking the export button to the right of the app or site list name.

  3. Search for any app or site lists you want to block. Start typing the name of the list in the Block text box.

  4. To add the app or site list to the exclude definition, click the plus sign on the right side of list.

    excluding-an-app-or-site-list
  5. Repeat steps 1-4 for any additional app or site lists you want to target or block.

Your “include” lists are in the Target field, and your “block” lists are in the Block field.

site-lists-set-up-for-targeting

Inventory Quality

The inventory quality targeting includes bot avoidance, which blocks fraudulent, malware sites; viewability, which targets highly viewable inventory; and contextuals, which target or block certain categories of interest to advertisers.

Bot Avoidance

Blocking bot traffic is an essential part of the DSP effort to combat ad fraud. In addition to Verizon Media’s proprietary pre-bid filtering technology, DSP partners with Ad Science and DoubleVerify to offer advertisers even more protection and assurance that the ads they are trafficking are properly represented and delivered to real people, rather than to bot traffic.

To enable bot avoidance targeting:

Choose a fraud prevention partner. Select the DoubleVerify or IAS button.

bot-slider

Viewability

Viewability targeting attempts to serve ads on placements where a specific percentage of a display ad is likely to be visible, or a specific portion of a video ad is played. Ad visibility is based on historical data as measured by each vendor and broken into targetable segments. You can select from a number of vendors, and specify viewability threshold targeting for both display and video lines.

If you enable viewability targeting, the line targets sites with inventory that has historically delivered viewability rates that match or exceed the specified threshold. The viewability rate of targeted inventory is based on a site’s past performance as measured by a viewability vendor. The line’s viewability objective takes precedence over line delivery and you can expect the line to achieve and maintain the specified viewability rate. Verizon Media recommends that you specify a low viewability rate threshold. The line can only serve ad placements to sites that have historically met or exceeded the specified viewability rate. For more information, see Viewability Goals.

Important

If you target sites using a viewability rate threshold, do not target a site list as well. Targeting both a viewability rate threshold and a site list may limit performance and scale.

For certain narrowly-targeted line items, Verizon Media recommends that you run a parallel line using a soft Maximize Viewability goal and without viewability rate threshold targeting. The Max Viewability goal will enable you to identify and leverage viewable inventory. To learn more about maximize viewability goals, see oCPM-Billing Goals.

Use controls in the Viewability area to set viewability rate threshold targeting, choose a viewability standard, and specify a viewability rate threshold.

viewability-rate-threshold-text-box

Viewability: Display Lines

Select a viewability vendor and viewability target or rate threshold (the minimum percentage of viewable inventory). To be considered viewable, a consumer must be able to see a certain percentage of an ad for a minimum amount of time. The percentage of the ad that’s viewable and time minimum standards vary by vendor.

To target viewability for a display line:

Select a viewability vendor and viewability target or rate threshold. Use this table to compare the different vendor and rate options:

Vendor Viewability Standard Viewability Target / Rate Threshold
DoubleVerify 50% of the ad’s pixels must be viewable for at least one second for the ad to be considered viewable Choose 30% or higher, 40% or higher, 50% or higher, 55% or higher, 60% or higher, 65% or higher, 70% or higher, 75% or higher, or 80% or higher viewable inventory
IAS 50% of the ad’s pixels must be viewable for at least one second for the ad to be considered viewable

Choose up to 40%, 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory for campaigns with 50k+ impressions

Note: The “50K+ impressions” is included in the segment names to let you know that URLs with a small impression volume may not be scored by IAS.

IAS (GroupM) 100% of the the ad’s pixels must be viewable for at least one second for the ad to be considered viewable Choose up to 40%, 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory
IAS (Publicis) 100% of the the ad’s pixels must be viewable for at least one second for the ad to be considered viewable Choose 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory
Moat

Choose one of the following standards:

  • IAB (50% of the ad’s pixels must be viewable for at least one second for the ad to be considered viewable)
  • GroupM (100% of the ad’s pixels must be viewable for at least one second for the ad to be considered viewable)
Any value from 1-100% viewable inventory
Oath Proprietary 50% of the ad’s pixels must be viewable for at least one second for the ad to be considered viewable Any value from 1-100% viewable inventory

After you make a viewability selection, forecasting information is updated if enough data is available.

Viewability: Video Lines

Select a viewability vendor and viewability target or rate threshold (the minimum percentage of viewable inventory). To be considered viewable, a consumer must be able to see a certain percentage of an ad’s pixels for a minimum amount of time. The percentage of the ad that’s viewable and time minimum standards vary by vendor.

To target viewability for a video line:

Select a viewability vendor and viewability target or rate threshold. Use this table to compare the different vendor and rate options:

Vendor Viewability Standard Viewability Target / Rate Threshold
DoubleVerify 50% of the ad’s pixels must be viewable for at least two seconds for the ad to be considered viewable Choose 30% or higher, 40% or higher, 50% or higher, 55% or higher, 60% or higher, 65% or higher, 70% or higher, 75% or higher, or 80% or higher viewable inventory
IAS 50% of the ad’s pixels must be viewable for at least two seconds for the ad to be considered viewable

Choose up to 40%, 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory for campaigns with 50k+ impressions

Note: The “50K+ impressions” is included in the segment names to let you know that URLs with a small impression volume may not be scored by IAS.

IAS (GroupM) 100% of the the ad’s pixels must be viewable for at least 50% of the video’s duration for the ad to be considered viewable) Choose up to 40%, 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory
IAS (Publicis) 100% of the the ad’s pixels must be viewable for at least two seconds for the ad to be considered viewable Choose 40% or higher, 50% or higher, 60% or higher, or 70% or higher viewable inventory
Moat

Choose one of the following standards:

  • IAB (50% of the ad’s pixels must be viewable for at least two seconds for the ad to be considered viewable)
  • GroupM (100% of the ad’s pixels must be viewable for at least 50% of the video’s duration for the ad to be considered viewable)
Any value from 1-100% viewable inventory

After you make a viewability selection, forecasting information is updated if enough data is available.

Contextuals

If you have created contextuals for an advertiser, you can set up targeting to target or block ads based on the contextual. For information on creating contextuals, check out Contextual Targeting.

You can target contextually relevant pages, or exclude contextual categories that may be a brand safety concern (such as user-generated content) and content that violates policies. For example, alcohol-related content might violate brand safety policies. You can also manage brand safety using site-level inclusion and exclusion capabilities.

You can target the following providers:

  • DoubleVerify
  • Grapeshot
  • IAB
  • IAS
  • Oath CTV
  • Peer39
  • Pre-Bid by Moat a/k/a Moat Invalid Traffic (IVT)

Once you create a contextual, you can select the contextual when you define targeting for an advertiser’s line.

To target a contextual:

  1. Select a contextual vendor, type, and targeting status. Do the following:
  • Select a vendor from the Vendor drop-down list.
  • Select the contextual type from the Type drop-down list.
  • Select Target or Block to set whether you want to target or block the selected contextual.
  1. To add a contextual from that vendor, click in the Search channel here field and do one of the following:
  • Start typing the name of the contextual.

  • Browse to the contextual in the drop-down list.

    contextual-setup

    You see your contextuals in the field below.

    contextuals-in-vendor-field
  1. To add additional contextuals from the same vendor or a different vendor, click Add More.

Note

Use the Add More button to target contextuals from multiple vendors, target one vendor’s contextuals while blocking another’s, or target and block different contextuals from the same vendor.

  1. Repeat steps 1-3 for each new contextual element you want to target.

View the contextual definitions you set up.

multiple-contextuals-same-vendor

Inventory Property

Inventory property settings are site-level elements you can target at a granular level. See the following sections for details:

Ad Position

You can target the location on a page that you want your display ads to appear.

ad-position-slider

To target ad positions:

Select the ad positions you want to target. Select All to target inventory anywhere on the page, or select one or more of the following options:

  • Above Fold—The ad serves on the top 50% of the page.
  • Partial View—At least 25% of the ad is visible.
  • Below Fold—The ad serves on the bottom 50% of the page.
  • Above Fold—The ad serves in an unknown ad position.

Player Size

For video ads, DSP determines the player size based on the width and height (in pixels) contained in the bid request. DSP extracts the larger of the two, and assigns a player size accordingly. For example, if the bid request contains width = 300px and height = 250px, DSP extracts “300px” and determines that the player size is “Small.”

DSP uses the following player size buckets:

  • Unknown (0, “Unknown”)
  • Small (1, “<350px”)
  • Medium (2, “350px to 500px”)
  • Large (3, “>=500px”)

To target player sizes:

Select a player size (Small, Medium, Large, Unknown, or All).

player-size-slider

Ad Initiation

For video ads, you can set the type of ad initiation you want to target (Auto Initiated, User Initiated, Unknown, or All).

ad-initiation-settings

To set up ad initiation targeting for video ads:

Select the ad initiation method you want to target. Select All to target any ad initiation method, or select one or more of the following options:

  • Auto Initiated —The video starts without any user action.
  • User Initiated —The video starts only when the user clicks Play.
  • Unknown —The ad initiation method is unknown to DSP.

Inventory Type

You can explicitly target web vs. in-app supply for both display and video line items by selecting the line and choosing an inventory type option on the Targeting page.

Tip

To target mobile web inventory exclusively, select Web under Inventory Type and, under technographic targeting, select the device types you want to target. For example, select Phone. Check out technographic for more on targeting a device type.

To target an inventory type:

Select Web to target websites, App to target in-app supply, or All to target all inventory.

inventory-type-slider

Ads.txt Declaration

You can target your ads.txt declaration preferences so that impressions deliver only to the appropriate inventory.

ads.txt-declaration

The ads.txt settings are as follows:

  • Direct: Impressions on domains that have an ads.txt declaration of Direct for the given publishers and supply partners.
  • Reseller: Impressions on domains that have an ads.txt declaration of Reseller for he given publishers and supply partners.
  • Unknown: Impressions on domains that have no ads.txt file published.

Mobile Placement Types

You can target mobile consumers using all mobile placement types (pre-roll, banner, interstitial, etc.), only interstitial ad placements, or only rewarded ad placements.

Interstitial ads are mobile placements that cover all or most of the user’s screen on an app. Typically, these ads are shown at natural transition points in the flow of the app. When an app shows an interstitial ad, the user has the choice to either tap on the ad and continue to its destination or close it and return to the app.

Rewarded ads allow users to opt-in to watching, or otherwise consuming, ads in exchange for some kind of benefit (i.e. points, lives, virtual goods, or premium content).

mobile-placement-targeting

To target mobile placement types:

To target a placement type:

  • Select All to target all mobile placement types.
  • Select Interstitial to target only interstitial placements.
  • Select Rewarded to target only rewarded placements.