--- title: "App/Site Targeting" canonical: "https://hub.freewheel.tv/space/BC/115310640/App%2FSite%20Targeting" format: markdown --- # Overview Inventory targeting is commonly used to optimize campaign performance. In general, the best practice is to EXCLUDE target the inventory that is not performing well. Deal IDs are an exception to this general rule since Deal IDs are typically INCLUDE targeted. ## Targeting Keys Since most of the targeting keys in inventory are exchange-specific IDs, it is required to prepend the exchange abbreviation to the ID to ensure uniqueness. See a list of the exchange abbreviations on the [Supply Partners](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/114622894) page. For example: Targeting a Rubicon Site ID - The exchange abbreviation for Rubicon is “rp”. - So, to target a site ID of “12345” on Rubicon, target it by specifying “rp/12345”. | **Targeting Key** | **Description** | **Recommendation** | | --- | --- | --- | | App Bundle List | App bundles are consistent across exchanges. For iOS, they are typically the numeric ID of the app in the app store, e.g., 1207472156. For Android, they are typically strings representing the name of the app, such as com.game.android.  To create an app bundle list:
1. Click on the +New button and select “List” from the drop-down 2. Select "App Bundle List’ from the List Type drop-down 3. Give the List a name and click “Save & Continue” 4. Add app bundles in the “Add New List Items” field (one per row) OR upload a .txt of IDs (also one per row) OR upload a .csv file of IDs (also one per row)
> ℹ️ App bundles are **not** case sensitive, meaning two app bundles with the same name and different capitalization will be considered duplicates and will read as "error". | Use as INCLUDE or EXCLUDE targeting | | App ID List | An app ID is an exchange-specific unique ID, prefixed with the exchange code. For example, on MoPub: mp/12345 To create an app ID list:
1. Click on the +New button and select “List” from the drop-down 2. Select "App ID List’ from the List Type drop-down 3. Give the list a name and click “Save & Continue” 4. Add IDs in the “Add New List Items” field (one per row) OR upload a .txt of IDs (also one per row) OR upload a .csv file of IDs (also one per row) | Use as INCLUDE or EXCLUDE targeting | | App Name | The app name is a string description of the app - this is often blank or not provided by the exchange. | Use INCLUDE or EXCLUDE targeting. | | Deal | Deal targeting allows access to premium or packaged inventory from exchange partners. Explicit permission is required from the publisher, exchange, or Freewheel (for publicly available PMPs) to use a Deal. Confirm eligibility with a Customer Success Manager when discovering a Deal via the Metamarkets dashboard.
**Ways to Target a Deal**
1. The recommended method is to [create a deal object](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/113639582) to choose when targeting a deal. 2. Use the comma icon on the top right of the Deal List box to switch to free-form text input. Prepend the exchange abbreviation to the Deal ID (e.g., "rp/12345" for Rubicon). 3. Target a Deal List. See Deal List information in the cell below.
For CPM-based line items, a Deal-specific CPM can override the bid strategy.
**Deal Types and Bidding**
- **1st Price Auction**: Winning bid equals the bid submitted to the exchange (treated as a standard auction). - **2nd Price Auction**: Winning bid is one cent higher than the second-highest bid (treated as a standard auction). - **Fixed Price**: The bid must meet or exceed the fixed price to win. We will not reduce bids for fixed price deals, but additional fees will apply if using exchange seats.
**Important Notes**
- Include the Deal in the Line Item targeting template to ensure the Deal appears in the ad markup (required by some exchanges for contract validity). - To ensure proper QPS for deals, contact the account manager. - If a Seat ID is required, reach out to the Account Manager.
Learn more about deals [here](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/113639582). | Use as INCLUDE targeting | | Deal List | Explicit permission is needed in order to use a deal ID from either the publisher who owns the deal, the exchange that offers the deal, or the DSP (if it is a publicly usable PMP). When discovering a Deal ID from the [Metamarkets](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/114032884) dashboard, please confirm with the Customer Success Manager about the eligibility to use said Deal ID.
Target a Deal List:
1. [Create a new list](https://freewheel-knowledge-hub.atlassian.net/wiki/spaces/BC/pages/113705155). 2. The Deal List will appear in the **Deal List** section when configuring targeting on a line item, where inclusion or exclusion can be set. Multiple lists can be used with OR logic applied. | Use as INCLUDE targeting | | Domain List | Domain targeting is accomplished by creating a domain list in the UI. Domains can be included or excluded in the targeting. Even when targeting a single domain, a list containing just that domain is still required.
**Wildcard Usage**
A wildcard ** can be used to target all subdomains. For example, **********.domain.com** will match "sports.domain.com," "weather.domain.com," etc. The common subdomain "www" is automatically matched, so if "domain.com" is excluded, "www.domain.com" is also excluded without needing to be added explicitly. Top-level and second-level domains can also be targeted. For example, "*.org" targets any ".org" site, and "*.co.uk" targets any ".co.uk" site.
**Creating a Domain List**
1. Click the **+New** button and select **List**. 2. From the **List Type** dropdown, choose **Domain List**. 3. Name the list and click **Save & Continue**. 4. Add domains manually in the **Add New List Items** field or upload a file (.txt or .csv). - For manual entry: Add one domain per row. - For file uploads: Ensure the file is in **UTF-8** or **ASCII** encoding with one domain per row. | Use as INCLUDE or EXCLUDE targeting | | Placement ID | Exchange specific ID for the placement. A placement ID maps to a unique tag ID on the publisher’s site. This is the most granular segmentation of inventory and should be used if domain or site IDs are not providing granular enough control.  Required to prepend exchange abbreviation, for example, “rp/12345”. | Use as INCLUDE or EXCLUDE targeting | | Placement ID List | List of Placement IDs. To create a list:
1. Click on the +New button and select “List” from the drop-down 2. Select "Placement ID List’ from the List Type drop-down 3. Give the List a name and click “Save & Continue” 4. Add the IDs in the “Add New List Items” field (one per row) OR upload a .txt of the IDs (also one per row) OR upload a .csv file of IDs (also one per row) | Use as INCLUDE or EXCLUDE targeting | | Publisher ID | Exchange specific ID for the publisher. A publisher ID maps to a "seller" of the media for a given publisher and can be direct from a publisher or a reseller.  Required to prepend exchange abbreviation, for example “rp/12345”. | Use as INCLUDE or EXCLUDE targeting | | Publisher ID List | List of Publisher IDs. To create a list:
1. Click on the +New button and select “List” from the drop-down 2. Select "Publisher ID List’ from the List Type drop-down 3. Give the List a name and click “Save & Continue” 4. Add the IDs in the “Add New List Items” field (one per row) OR upload a .txt of the IDs (also one per row) OR upload a .csv file of IDs (also one per row) | Use as INCLUDE or EXCLUDE targeting | | Site ID | Exchange specific ID for the website. Depending on how the publisher segments this inventory, the site ID could be a single domain or multiple domains. Required to prepend exchange abbreviation, for example, “rp/12345”. | Use as INCLUDE or EXCLUDE targeting | | Site ID List | List of Site IDs. To create a list:
1. Click on the +New button and select “List” from the drop-down 2. Select "Site ID List’ from the List Type drop-down 3. Give the List a name and click “Save & Continue” 4. Add the IDs in the “Add New List Items” field (one per row) OR upload a .txt of the IDs (also one per row) OR upload a .csv file of IDs (also one per row) | Use as INCLUDE or EXCLUDE targeting |