Overview

The targeting system within the DSP offers a range of tools for precise audience targeting and efficient campaign management. The platform utilizes targeting verbs (Include, Exclude, and Require) to control segment targeting, allowing for nuanced audience selection. Additionally, it provides latitude and longitude radius targeting for custom geographical areas, enabling location-based campaigns. To streamline the process, customers can create targeting presets that allow for the creation and reuse of targeting configurations across multiple line items. These features collectively provide marketers with a robust framework for creating and optimizing targeted advertising campaigns within the DSP platform. 

Concepts

Include, Exclude, and Require Targeting Verbs

In the 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.

Latitude and Longitude Radius Targeting

Geo radius targeting allows the definition of custom geographical areas for targeting purposes. For example, it can target any user within 0.5 kilometers of a given store’s location with a mobile coupon. This feature extends geo targeting capabilities beyond standard geographies (i.e., state, city, zip code, DMA, and so on) and allows the definition of custom geo radius for targeting. This feature is native to the platform and carries no additional CPM charge.

Targeting Presets

Targeting presets help reduce time spent on manual processes during trafficking by pre-populating fields in the Overview tab of Campaigns and Line Items. This feature is particularly useful for filling out targeting settings that need to be consistent across multiple line items, streamlining the process and increasing efficiency.