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title: "Segments Targeting"
canonical: "https://hub.freewheel.tv/space/BC/114295227/Segments%20Targeting"
format: markdown
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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: First-party user segments: Data collected directly by the organization. Third-party user segments: Data provided by external data providers like LiveRamp. Custom segments: Values added by a Data Augmentor. 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: Use the REQUIRE function, which applies AND logic to the segments. Write custom boolean logic in the advanced targeting section. 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 Buyer Cloud 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 Buyer Cloud 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 IPv4 Address Whether the bid request includes a valid IPv4 address. Use INCLUDE targeting to only serve on bid requests with valid IPv4 addresses. 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.  OR Match Any A request must include  at least one item  in this group to match targeting requirements.  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 "key" in the segment ID should be replaced by a buzz key or data provider name. Segment IDs can be found to the right of the segment name in the segments list view. To target only users who appear in multiple segments, for example, in segments 20 and 6: key-20 AND key-6 To target users who appear in one segment or another, for example, in segments 20 or 6 key-20 OR key-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: key-20 AND (key-4 OR key-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: key-20 AND NOT key-5 Billing Logic for Third-Party Segment Targeting When targeting with 3rd party data segments, the following rules determine the segment CPM cost: When multiple segments are used (Boolean AND): Within a given data partner, if more than one segment is required, the highest CPM of all matching segments within that provider is charged. Across multiple data partners, if more than one segment is required, the highest CPM of all matching segments within  each  provider is charged. When only one of multiple segments is required (Boolean OR): Regardless of the number of data partners, the lowest CPM of all matching segments is charged. When a segment is excluded (Boolean NOT): Segments are charged according to the above rules.  When multiple segments are required to be excluded (Boolean AND NOT), within a single data partner, the highest CPM of all segments within that provider is charged. When multiple segments across data partners are required to be excluded, the highest CPM of all segments within each provider is charged.  Where only one of multiple segments is excluded (Boolean OR NOT), regardless of the number of data partners, the lowest CPM of all matching segments is charged. Exclusion-segment fees are applied each time an impression delivers (meaning the user was not in the segment).