Targeting Users

This page provides instructions on how to target specific types of users. User targeting shows your ads the right number of times to the right people at the right time in the right language. More specifically, you can use the different types of user targeting as follows:

  • Demographic. Targets users by age and gender.
  • Audiences. Targets users who belong to specific audiences you set up in Audiences.
  • Languages. Targets a user’s browser language.
  • Frequency capping. Shows users enough ads, but limits them so they don’t get annoying.
  • Day Parting. Targets users during a specific time of day.
  • User Groups. Targets users within an A/B testing framework. See User Groups.

Demographic

Reach your desired audience with age and gender targeting for video and display ads. Demographic targeting is measured differently for video vs. display or audio lines.

Demographic Targeting for Display Ads

DSP uses Yahoo registration data for demographic targeting for display ads. DSP treats the demographic targeting you set up as a “hard goal” by prioritizing reaching your selected audience target over maximizing delivery.

To set up demographic targeting for display ads:

  1. Select the gender you want to target (All, Male, Female, or Unknown).

    gender-targeting-options
  2. Select the age ranges you want to target.

    age-targeting-options

Demographic Targeting for Video Ads

DSP uses Yahoo and third-party data verification vendors to provide targeting verification when you set up demographic targeting for video ads. You select the data verification vendor (Yahoo, comScore, or Nielsen in-target data) at the time you create the video campaign.

Note

If you do not specify a data verification vendor when you create the campaign, DSP uses Yahoo as the demographic targeting verification vendor.

DSP treats the demographic targeting you set up as a “hard goal” by only delivering lines to users are know to meet the in-target threshold. Hard goals prioritize in-target performance over a line’s impression delivery.

To set up demographic targeting for video ads:

  1. Select the gender you want to target (All, Male, Female, or Unknown).

    gender-targeting-options
  2. Select the age ranges you want to target.

    age-targeting-options

Note

  • If you selected comScore or Nielsen in-target data as your demographic targeting data verification partner for this campaign, you see slightly less granular age buckets.
  • Additionally, demographic targeting for comScore and Nielsen requires that you select an in-target delivery threshold. An in-target delivery threshold sets the percentage of impressions that reach the intended demographic. For example, if you set the threshold to 60%, a minimum of 60% of impressions are delivered to the target audiences. The average percent in-target will always be higher than the threshold.
  1. If you selected comScore or Nielsen in-target data as your demographic targeting data verification partner during the campaign setup process, select an in-target delivery threshold.

    Note

    To verify the demographic targeting data verification partner you selected for this campaign, check the Data Provider at the top-right corner of the Demographic area.

    age-targeting-for-comscore-nielsen

Audience

In the Audience area of the Targeting page, you can target DSP’s built-in audiences, audiences you create in Audience Builder, or pixel audiences you configure. Target or block your audiences using target and block conditions.

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To set up Audience Builder audiences, check out Audiences. To set up pixel audiences, see Pixels Overview.

To target audiences:

  1. Select an option for cross-device conversion tracking.
  • Check the Enable Probabilistic Cross Device Extension checkbox to target a person probabilistically within a household. Probabilistic targeting aggregates many signals (such as device IDs, search, websites, and IP addresses) and creates patterns to identify a person with approximately 70-90% accuracy according to the Interactive Advertising Bureau (IAB).
  • Uncheck the Enable Probabilistic Cross Device Extension checkbox to target a person deterministically. Deterministic targeting, which relies on user login data and specific permissions the user grants, is more accurate than probabilistic targeting but limited in scale.
  1. If you are targeting audiences and your seat supports audience filtering on the Targeting page, you can filter the list of audiences by size and type.

    Note

    Targeting page audience filtering is not supported on all seats.

    To filter audiences, do one or both of the following:

    • In the Audience Size area, type a minimum and maximum size for the audiences you want to search.
    • From the Data Source drop-down list, select the checkboxes for the audience types you want to include in the filter.
    filtering-audiences
  2. In the Target area, search for an audience you want to target by typing part of its name or ID in the Search and target Audience field.

  3. To add the audience to the targeting definition, click the plus sign on the right side of the list.

    add-audience

You see a dropdown list.

  1. From the drop-down list, select the group in which you want to include the audience. For example, select Group A to add the Target Keywords to Group A.
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You see the audience in Group A in the Target area.

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  1. To include another audience, click its plus sign. If you want to set up ANY logic, wherein users that match any of the criteria are included, add the next audience to the same group.

For example, to include users from the Target Keywords or Target Demographics audiences, add the Target Demographics audience to group A.

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  1. If you want to set up AND logic, wherein users that match both sets of criteria are included, add an audience to a different group.

For example, to include users from either the Target Keywords OR Target Demographics audiences, AND the iPhone Users audience, add the iPhone users audience to a new group.

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  1. In the Block area, set up the audiences you want to block. For example, to include users from either the Target Keywords OR Target Demographics audiences, AND the iPhone Users audience but NOT the Block Domains, include the Block Domains audience to the Block area.

    add-audience-to-group-a

Languages

Target lines based on the language in a user’s browser setting.

To target languages:

  1. Browse through the languages in the drop-down list or start typing the name of a language you want to target in the Languages text box.

  2. To add the language to the targeting definition, click the plus sign on the right side of language.

    languages-slider

Frequency Capping

A frequency cap is a line-level configuration that restricts (“caps”) the number of times that a known consumer can be served a line’s ads during a specified interval.

Tip

If you want to set up frequency capping more globally, you can set frequency caps for all the campaigns under an advertiser (see Advertisers) or all the lines within a package (see Create Packages).

Use frequency capping to limit exposure to a line’s ads. While visibility is important in promoting brand recognition, serving too many impressions (over-exposure) to the same consumers is unlikely to produce positive results.

The Targeting page displays controls for enabling and configuring line-specific frequency capping settings.

Frequency Capping Configuration

Every frequency cap is defined by a frequency capping method, which defines the logic used to control the number of impressions served to known consumers.

  • If the Unlimited method is selected, the line may serve an unlimited number of impressions to known consumers during the flight of the line: frequency capping is disabled.
  • If the Minutes, Hourly, Daily, Weekly, or Monthly method is specified, the number of impressions served to known consumers is capped at a regular interval (i.e. each minute, hour, day, etc.). You can specify the number of impressions served per interval.

For example:

  • 3 impressions per day = 1 impression every 8 hours
  • 3 impressions per hour = 1 impression every 20 minutes
  • 3 impressions per minute = 1 impression every 20 seconds

Note

Some users are only in the network once per day for a short time.

To set a frequency cap:

  1. Select a frequency capping method.

    • If you select the Unlimited method, the line may serve an unlimited number of impressions to each consumer during the flight of the line.
    • If you select Minutes, Hourly, Daily, Weekly, or Monthly, the number of impressions served to consumers is capped per interval.
  2. If you selected a frequency capping interval, specify the number of impressions that may be served to known consumers during that interval.

    The specified value determines the maximum number that can be served to a known consumer during the frequency capping interval. For example, 5 impressions per week.

  3. To restrict serving to consumers known by Yahoo, select the Only Serve to Known Users check box. To learn more, see Only Serve to Known Users.

Only Serve to Known Users

The Only Serve to Known Users option restricts the line’s target audience to known users.

The line will only bid on ad impressions that are served to identifiable consumers that are known to Oath.

Note

Limiting serving to consumers known to Verizon Media can significantly limit a line’s reach. If you limit serving to known users, be sure to monitor line delivery closely.

Day Parting

In DSP, day parting is the practice of scheduling ad placements at specific times of the day or on specific days of the week to more effectively target specific audiences.

Unlike daily budgets and line pacing, which are based on the campaign time zone, day parting schedules are based on the consumer’s time zone: the time zone of the browser that serves the impression. Consumers targeted by a 12pm-2pm day parting schedule are served impressions during those hours in their local time zone.

Note

Day parting may lead to unexpected results if applied to lines that deliver to multiple time zones. While DSP executes the day parting in each time zone, running line- or campaign-level reports in the Eastern time zone will show delivery outside of the selected hours because of the different delivery time zones.

To target days of the week and hours of the day:

Using the grid, select the exact hour blocks you want to target. For example:

  • Select the row for a day to target every hour of that day.
  • Select the column of an hour to target that hour seven days a week.
  • Pick and choose hour slots within certain days.
  • Click and drag to select an entire region.
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User Groups

If you have created user groups for A/B testing, you can target those user groups to see the results of your testing.

For more information about A/B testing using user groups, check out User Groups.

To target user groups:

  1. Select the user group you want to target from the dropdown list on the left.

    user-group-drop-down-list
  2. Select the sub-group(s) you want to target from the dropdown list on the right.

    sub-user-group-drop-down-list