Overview

Retargeting or excluding users who have visited a website (or any pixeled website) is a common use case for Beeswax users. Segment Targeting enables the ability to retarget or exclude users based on their prior interactions with a site. For detailed guidelines on retargeting best practices, refer to Retargeting Best Practices.

How It Works

Follow these steps to create a retargeting or exclusion tag and use it on a site:

1. Create a New Segment

   • Navigate to Trafficking > Segments > New Segment.
     
     

2. 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 the account.
   • Once the segment is created, the tag will be stored under the chosen Advertiser or Account.
     
     

3. Save & Generate the Tag

   • Click Save & Generate Tag.
     
     

4. Implement the Tag

   • Copy the generated tag and place it on the relevant page.
   • After implementation, click either Save & Close or Save & Continue (if you wish to assign the segment to a Segment Category).

   The "Value" parameter is optional and can be used to associate additional data (such as purchase amount or page views) with the user-segment combination. If this isn’t necessary, it can be omitted.
   
   

5. View User Count

   • After implementing the pixel tag, you can monitor the count of users within the segment in the Segments table, located under Trafficking > Segments.
     
     

6. Target the Segment in a Line Item

   • When creating a Line Item, locate the segment under Your Segments in the Targeting tab of the Create Line Item screen.

Using a Single Segment Tag to Populate Multiple Segments

A single segment tag can be used to add a user to multiple segment keys within the Beeswax bidding instance. This can be achieved by specifying multiple segment_key parameters within the URL.

Example of Multiple Segment Keys:

 <img src="https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-1&segment_key=buzzkey-2" height="0" width="0">

To specify a value for each user-segment association, include the value parameter in the same order as the segment_key parameters.

Example with Value Assignments:

If you want to assign a value of 1.5 to buzzkey-1 and 3.6 to buzzkey-2, use one of the following options:

Option 1:

<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:

<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 some segments are not assigned a value, an empty &value= parameter must be included for those segments to preserve the correct key-to-value order. The number of value parameters must match the number of segment_key parameters.

Limitations

• A user can be added to up to 100 segments in a single associate-segment call.
• This is a hard limit and cannot be increased.

How to Sequentially Target or Exclude Users Who Have Seen an Ad on the Web

A common use case is to retarget or exclude a user who has already seen an ad. This can be done in the web environment using the following steps:

1. Create a Segment in Beeswax

   • Navigate to Trafficking > Segments > New Segment.
     
     

2. Save & Generate the Tag

   • Copy the generated tag (e.g.,
     https://segment.prod.bidr.io/associate-segment?buzz_key=buzzkey&segment_key=buzzkey-123).
     
     

3. Add the Tag to the Creative

   • Add the tag URL as a pixel in the creative(s) you plan to serve to users on the initial line item.
     
     

4. Target the Segment in a New Line Item

   • On a separate line item, target the segment (e.g., buzzkey-123) to retarget or exclude users who have already seen the ad.

Web-Only Implementation

This method is limited to web environments. For app or CTV environments, segment postbacks must be used instead.