Table of Contents
Overview
This page details user targeting keys and recommendations for segment targeting. For information on how to properly filter and favorite while searching segments, see Segment Filtering and Favorites.
Targeting Keys
Segments can be searched by name, segment key, or alternative ID. Once the desired segment is found, information including user count and CPM will be displayed where applicable.
| Targeting Key | Description | Recommendation |
|---|---|---|
| Segment | Segments typically refer to user groups defined by specific identifiers such as cookies, Mobile Advertising IDs (MAIDs), or IP addresses. These segments can be categorized as:
The targeting process for user segments and custom segments added by an augmentor follows the same principles. When targeting multiple segments using the INCLUDE function, the default behavior is to combine them with OR logic. This means that users matching any of the included segments will be targeted. To create more specific targeting criteria, there are two options:
These methods allow for more precise control over which combination of segments should be targeted. | Use INCLUDE, EXCLUDE, or REQUIRE targeting. |
| User ID | User IDs typically refer to web cookies or mobile device IDs. The User ID field in targeting settings allows for targeting auctions based on the presence or absence of a User ID. When targeting users without an ID by excluding "User ID Present," the system will match bid requests that do not carry an ID. However, it's important to note a specific scenario: If a user has a FreeWheel DSP cookie, but this user has not yet been synchronized with the exchange in question, the reporting will still populate the user ID that came through on the impression notification. This means that even though the initial targeting was set to exclude User ID Present, the final report may show a User ID for some impressions due to this synchronization delay between the DSP and the exchange. | Use INCLUDE or EXCLUDE targeting |
| IP Range | A range of valid IPV4 addresses. Alternatively, use IP segments as detailed here. | Use INCLUDE or EXCLUDE targeting |
Advanced Segment Targeting
Advanced Segments provide the ability to create customized audience groups by combining multiple basic segments (such as user segments from first-party or third-party data) using Boolean logic. This feature allows for the application of complex targeting rules through AND, OR, and NOT conditions, enabling precise control over audience selection by including or excluding specific groups.
The targeting logic follows boolean AND/OR logic as outlined below:
Logic | Alternate Language | Description |
|---|---|---|
| AND | Match All | A request must include all items to match the targeting requirements.
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| OR | Match Any | A request must include at least one item in this group to match targeting requirements.
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Steps for Advanced Segment Targeting:
To create a new advanced segment in the UI, see below:
- Once basic segments have been uploaded in the UI (see Segment Uploads for more details), navigate to a line item > Targeting > Segments > Click the curly bracket icon
to the top right of the segments view. - Next, set up AND/OR rules for targeting segments. A Boolean phrase can be manually entered in the segment field, or segments can be located and included using the search feature. Examples of advanced targeting below:
The word "DSP" should be replaced by the buzz key.
- To target only users who appear in multiple segments, for example in segments 20 and 6:
- DSP-20 AND beeswax-6
- To target users who appear in one segment or another, for example in segments 20 or 6
- DSP-20 OR beeswax-6
- To target users who appear in one segment and appear in either of another two or more segments, for example users who are in segment 20 and either segment 4 or 6:
- DSP-20 AND (beeswax-4 OR beeswax-6)
- To target users who appear in one segment and do NOT appear in another segment, for example users who are in segment 20 but not segment 5:
- DSP-20 AND NOT beeswax-5
- To target only users who appear in multiple segments, for example in segments 20 and 6: