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.
Include, Exclude, and Require Targeting Verbs
In the Beeswax Buzz UI and API, three distinct verbs are used to handle segments: Include, Exclude, and Require. Each verb applies different logic to segment targeting for line items.
Include Verb
When a segment is included in the targeting of a line item, any user who belongs to that segment will be targeted by the line item.
- If multiple segments are included, a user will be targeted if they are part of any one of the included segments.
- The logical operator for combining multiple included segments is OR.
Example:
If a line item is targeting "include segment-1" and "include segment-2," the user will be targeted if they are in segment-1, segment-2, or both.
Exclude Verb
When a segment is excluded in the targeting of a line item, any user who belongs to that segment will not be targeted.
- If multiple segments are excluded, a user must not belong to any of the excluded segments in order to be targeted.
- The logical operator for combining multiple excluded segments is AND (i.e., the user must not be in any of the excluded segments).
Example:
If a line item is targeting "exclude segment-3" and "exclude segment-4," a user will not be targeted if they are in either segment-3 or segment-4.
Require Verb
When a segment is required for targeting a line item, the user must belong to that segment in order to be targeted.
- The logical operator for combining multiple required segments is AND.
- This is similar to the "Include" verb, but with stricter logic: the user must meet all the requirements.
Example:
If a line item is targeting "require segment-5" and "require segment-6," the user must belong to both segment-5 and segment-6 to be targeted.
Mixing Include, Exclude, and Require
When multiple verbs are used together in a single targeting setup, the user must meet the criteria of all the verbs in order to be targeted.
- Include segments use an OR operator, meaning the user only needs to belong to one of the included segments.
- Exclude segments use an AND operator, meaning the user must not belong to any of the excluded segments.
- Require segments use an AND operator, meaning the user must belong to all required segments.
Examples:
Include + Require:
If a line item targets "include segment-1", "include segment-2", and "require segment-5," the user must:- Belong to segment-1 or segment-2, and
- Belong to segment-5 in order to be targeted.
Include + Exclude:
If a line item targets "include segment-1", "include segment-2", "exclude segment-3", and "exclude segment-4," the user must:- Belong to segment-1 or segment-2, and
- Not belong to segment-3 or segment-4 in order to be targeted.
Exclude + Require:
If a line item targets "exclude segment-3", "exclude segment-4", and "require segment-5," the user must:- Belong to segment-5, and
- Not belong to segment-3 or segment-4 in order to be targeted.
Segment 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 are typically user segments (cookies, MAIDs, IP addresses), which can either be your 1st party user segments or 3rd party user segments from data providers like LiveRamp. Segments can also be custom values that are added by your Data Augmentor. Targeting user segments or custom segments added by your augmentor work in the same fashion. By default, if you target multiple segments by INCLUDE they will be OR'd together. However, you can force AND statements by using REQUIRE or writing custom boolean Logic in the advanced targeting section. | Use INCLUDE, EXCLUDE, or REQUIRE targeting. |
| User ID | User IDs can either be web cookies or mobile device IDs. This field allows you to target those auctions that have a User ID present or not present. Note: When excluding User ID Present to target users without an ID, Targeting will match bid requests the do not carry an ID. However, in situations where a user does have a Beeswax cookie but this user has not yet been synced with the exchange in question, our reporting will populate the user ID that came through on the impression notification. | 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.
Steps for Advanced Segment Targeting:
To create a new advanced segment in the UI:
- 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 "beeswax" should be replaced by the buzz key.
- To target only users who appear in multiple segments, for example in segments 20 and 6:
- beeswax-20 AND beeswax-6
- To target users who appear in one segment or another, for example in segments 20 or 6
- beeswax-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:
- beeswax-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:
- beeswax-20 AND NOT beeswax-5
- To target only users who appear in multiple segments, for example in segments 20 and 6: