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Overview
Retargeting or excluding
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users who have visited a website (or
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any pixeled website)
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is a common use case for Beeswax users.
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Segment Targeting enables the ability to retarget or exclude
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users based on their prior interactions with a site. For detailed guidelines on retargeting best practices,
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refer to Retargeting Best Practices.
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How
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It Works
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Follow these steps to create a retargeting
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or exclusion tag and use it on a site:
Create a New Segment
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- Navigate to Trafficking > Segments > New Segment.
- Navigate to Trafficking > Segments > New Segment.
Complete the Segment Information
- There are two types of segments to choose from:
- Advertiser-level segments: These are specific to the selected advertiser.
- Account-level segments: These are available to all advertisers in
- There are two types of segments to choose from:
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- the account.
- Once the segment is created, the tag will be stored under
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- the chosen Advertiser
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- or
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- Account.
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Save & Generate the Tag
- Click Save & Generate Tag
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- .
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Implement the Tag
- Copy the generated tag and
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- place it on the relevant page.
- After implementation, click either Save & Close or
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- Save & Continue (if you wish to assign the
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- segment to a Segment Category
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- ).
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The "Value" parameter is
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optional
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and can be used to associate additional data (such as purchase amount or page views) with the user-segment combination.
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If this isn’t necessary, it can be omitted.
View User Count
- After implementing the pixel tag, you can monitor the count of users
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- within the segment
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- in the Segments table, located under
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- Trafficking > Segments
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- .
- .
Target the Segment in a Line Item
- When creating a Line Item
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- , locate the segment under
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- Your Segments
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- in the Targeting tab of the Create Line Item screen.
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| Note |
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Email Open Retargeting While segment pixels can be |
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configured for email |
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open retargeting, the success rate of setting the Beeswax cookie will generally be lower than |
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the email open rate. |
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This is because many email clients, like Gmail, restrict third-party cookies, and |
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email clients such as Outlook do not allow cookies to be set |
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at all. |
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Using a
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Single Segment Tag to
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Populate Multiple Segments
A single segment tag can be
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used to add
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a user to multiple segment keys
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within the Beeswax bidding instance. This can be
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achieved by specifying
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multiple segment_key
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parameters within the
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URL.
Example of Multiple Segment Keys:
| Code Block | ||
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<img src="https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-1&segment_key=buzzkey-2" height="0" width="0"> |
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To specify a value
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for each user-segment association,
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include the value parameter in the same order
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as the
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segment_
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key parameters.
Example with Value Assignments:
If you want to assign a value of 1.5 to
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buzzkey-1 and
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3.6 to buzzkey-2,
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use one of the following options:
Option 1:
| Code Block |
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<img src="https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-1&segment_key=buzzkey-2&value=1.5&value=3.6" height="0" width="0"> |
Option 2:
| Code Block | ||
|---|---|---|
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<img src="https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-1&value=1.5&segment_key=buzzkey-2&value=3.6" height="0" width="0"> |
If
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some segments
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are not
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assigned a value, an empty &value=
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parameter
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must be included for those segments to preserve the correct key-to-value order
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.
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The number
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of value
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parameters must
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match the number of
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segment_key
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parameters.
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Limitations
- A user can be added to up to 100 segments
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- in a single associate-segment call.
- This is a hard limit and cannot be increased.
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How to
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Sequentially Target or Exclude Users Who Have Seen an Ad on the Web
A common use
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case is to retarget or
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exclude a user who has already seen
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an ad.
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This can be done in the web environment using the following steps:
Create a
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Segment in Beeswax
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- Navigate to Trafficking > Segments > New Segment.
- Navigate to Trafficking > Segments > New Segment.
Save &
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Generate the Tag
- Copy the generated tag
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- (e.g.,
https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-123)
- (e.g.,
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- .
- .
Add the Tag to the Creative
- Add the tag URL as a pixel in the creative(s) you
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- plan to serve to users on the initial line item.
- plan to serve to users on the initial line item.
Target
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the Segment in a New Line Item
- On a separate line item, target the segment (e.g., buzzkey-123)
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- to retarget or exclude
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- users who have already seen
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- the ad.
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Web-Only Implementation
This method is limited to web environments. For app
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or CTV
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environments, segment postbacks must be used instead.