The first step to create an ART audience is to build out an ART report in the ‘ART’ section of the platform under ‘Audience Research’ or ‘Audience Discovery’. Create a lookalike model from an existing audience or build a new audience according to desired demographics or interests. There are two types of reports & audiences that can be created in the ART platform:
Audience Research Audiences:
Select an existing audience to source key demo & interest data to build custom lookalike models. The existing audience data can be pulled from a Pontiac IP Conversion pixel placed on the Advertiser’s website, or select key geos to build a lookalike model from the demographics & interests of the selected area.
Audience Discovery Audiences:
Select key demo & interest categories to define, locate & build your brand’s ideal target audience. Create the ‘ideal’ user profile for your brand, then locate key target markets to reach this demographic.
Once you have created an Audience Research or Audience Discovery report, the report data can be published as a custom audience for cookieless targeting across all your Pontiac campaigns.
Open the ART report and select the ‘Publish Audience’ button.
Select the threshold for matched zip codes you would like to include in the audience. Filter results to select ‘all results’ or the ‘top 10%’, ‘top 20%’, or ‘top 50%’ depending on the desired reach & scale of the campaign.
Give the Audience a name
Click the ‘Save’ button.
Published audiences will then appear in the ‘Audiences’ tab under the ‘Custom’ section of the ‘ART Audiences’ table. These audiences can be added to any Line Item using the ‘Associate Segments’ button.
On the ART Report, the field ‘Auto Refresh’ will determine the cadence at which the report data will refresh. Interest & Inventory data are updated every 30 days and new data may change report results. If a report is set to auto refresh and the matched zip codes in the results of the report are updated, this will automatically update any published audiences associated to the report.
The Pontiac platform offers a variety of Custom Audience options that allow you to customize your targeting at a more granular level. You can create audiences to target using Device IDs, IP Ranges and IP Addresses, Zip Codes, Lat Long coordinates, and User IDs. To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Line Item. Each seat can have a maximum of 50 updatable custom audiences at a time. These audiences can also only be updated 50 times per day.
Custom Audience Limits
Each seat can have a maximum of 50 updatable custom audiences at a time. If you require more than 50 custom audiences, you can chose to ‘freeze’ certain audiences so that they can no longer be edited. These audiences once ‘frozen’ are still active and can still be used on campaigns. To freeze an audience, open the audience and uncheck the ‘Allow Updates’ box. Only audiences with this box checked will count towards the 50 custom audience limit.
There is also a maximum of 50 updates that can be made to custom audiences per day. Updates include adding or removing data from an existing Custom Audience as well as creating a new Custom Audience. Changing the name of the Audience will not count as an update. Changing the ‘Allow Updates’ status of a Custom Audience will not count as an update.
Custom Audience Expiration
Custom Audiences will expire 180 days after they are created. The expiration date for each Custom Audience is visible in the ‘Audiences’ tab. Once an Audience expires, it will need to be removed from any Active Lines. If an expired Audience is on an Active Line, it will prevent the Line from optimizing and changes made to the Line will not save until the expired Audience is removed.
In most cases the data that is in the Custom Audience does not actually expire. For example Device IDs, Subdirectory URLs, Lat/Longs, etc., are still valid and could still be used on campaigns. In these cases, you can open the Custom Audience and check the active box, then click ‘Save’. This will re-submit the data and extend the expiration date for another 180 days. In some cases with User IDs and IP Addresses, the data may no longer be valid.
For Creative Custom Audiences, each time a user is added to the audience (when the selected creative serves an impression), the end date will be pushed to 180 days from the date the impression was served. This means that Creative Custom Audiences will expire 180 days after the Creatives selected stop serving on a campaign. For this reason, these Audiences cannot be refreshed as they are constantly refreshing if the Creatives are serving and the collected IDs are only valid for 180 days after the impression is served.
Device ID Audience
Each device that a user owns has a unique identification code that can be targeted. A desktop computer, laptop, and phone belonging to the same user will each have a unique Device ID. You can load these ID numbers into Pontiac to deliver campaigns directly to a user’s specific device. This Audience has a limit of 100,000 Device IDs per list. In the ‘Custom Audience’ section, enter each Device ID on an individual line, including the corresponding device type prefix, in the following format: Line format: [Device ID] Example: 0-123e4567-e89b-12d3-a456-426655440000 Device Type Prefixes: 0 – IDFA (Apple ID for Advertising) 1 – SHA 2 – MD5 4 – OPENUDID 5 – AAID (Android Advertising ID) 6 – WINDOWSADID (Microsoft Advertising ID) Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.
Zip Code Audience
A Zip Code Audience leverages the national postal code system to target a specific geographical area. This Audience has a limit of 100,000 Zips per list. Enter the Zip Code followed by a comma and the Country Code with each entry on an individual line in the following format: Line format: [Zip Code],[Country Code] Example: 03102,US The following are valid Country Codes:
Lat Long Audience
Lat/Long Targeting allows you to target lat/long coordinates and serve ads inside of a small surrounding area. The surrounding area is defined by the Google Plus Codes grid, and only has two pre-determined sizes, stated as a Radius (where Radius is defined from the center of the rectangle to the corner). Options include a Radius of approximately 150 meters or 2251 meters, and may vary slightly depending on the location of the coordinates. It is recommended to start with the 2251 radius, as the smaller radius can be very difficult to scale and may prevent the Line from serving.
Enter each set of coordinates on an individual line in the following format: Line format: [Latitude],[Longitude],[Radius] (Radius can be either 150 or 2251) Example: 123.414,-123.424,2251
This Audience has a limit of 100,000 coordinates per list.
Lat Long Audiences & Campaign Scale
These audiences should be used with Mobile In-App and Mobile Web inventory only. Lat/Long targeting relies on mobile GPS data and location services to pinpoint the exact latitude and longitude where the user is located. This data is not typically shared by browsers, so most impressions will be for mobile applications. It is strongly recommended to always include Mobile In-App inventory on Lines targeting Lat/Long Audiences. Note, that approximately 30% of mobile impressions received contain location data that you can target with lat/long segments.
Scaling lat/long campaigns can be difficult as several conditions must be met in order for an impression to be eligible and accessible for targeting:
The user must be within the lat/long radius
The user must be using a mobile application, or website on a mobile browser that monetizes ad space through the open exchange and has an ad slot up for auction for the creative size that you are using
The user must have location services turned on and the mobile application must be sharing the exact lat/long coordinate for the user’s location in the ad call (this is estimated to occur for 30% of impressions)
All other targeting parameters set on the Line Item must be met, and you must win the auction
This strategy is only recommended for certain use cases, such as an event, where your target audience is in a very tight geo at the same time. We encourage users to consider incorporating a Geo-framed Custom Audience to retarget visitors that have visited the location at a later date into their strategies as well, as these audiences tend to provide better scale. Read more about these audiences here: Geoframed Commercial Address Segments
Estimating Potential Budget for a Lat/Long Campaign
Here is an example of the recommended math to estimate the potential spend for your lat/long campaign:
Estimate the number of potential users: Estimate the number of users that you think will attend the event, or that will be within the geo-fence in a 24-hour period. In this case we will use an event with 1,500 attendees as an example. We estimate that 50% of all attendees will use their mobile phones in ad-enabled apps during the event: 1,500 * 0.5 = 750
Estimate the number of potential impressions available: An estimated 30% of those impressions would be targetable by lat/long (location services on and app sharing precise location): 750 * 0.3 = 225 addressable users
We will then estimate that these 225 users can be served 3-5 ads as they use the app: 225 * 3 = 675 250 * 5 = 1,125
This would give us an estimated range of 675 – 1,125 potential impressions per day
Estimate the daily budget as a dollar amount: In-App inventory typically runs between $6-$12 CPM depending on the App. This would give you a daily budget range: 675/1000 * $6 = $4.05 1125/1000 * $12 = $13.5
The estimated daily potential budget would be between $4.05 and $13.50.
This is an estimate and not a guarantee, as there is a lot of room for uncertainty as to the percentage of users that will open ad-enabled apps monetized on the open exchange AND have their location services turned on while they are in the designated geo-fence.
NOTE: any other targeting parameters applied to the Line Item, for example, an app list, frequency capping, OS targeting, day parts, limiting the exchange list, etc. will further limit scale and IS NOT RECOMMENDED.
View the Geo-fence Area on the Google Plus Codes Map
To find the Google Plus Code and see the surrounding target area for a set of lat, long coordinates go to the Google Plus Codes website here: https://maps.google.com/pluscodes/ and select ‘Find your code’ at the bottom of the webpage. Enter an address into the bar at the top of the screen that says ‘Enter a Plus Code or an address’. Once you enter an address you will see a red box on the map over this location and at the bottom of the screen the Plus Code will appear as seen in the image below.
Select the up arrow to the left of the Plus Code to expand the window like this:
The code next to the first blue ‘pin’ symbol is the Plus Code for this specific lat, long coordinate. In this example, 87G8P2R3+PQ. By removing the letters following the plus sign (in this case ‘PQ’), you can find the Plus Code for the lat, long coordinate and the surrounding area with a Radius of 150 meters. In this example, 87G8P2R3+. Copy this Plus Code (87G8P2R3+) into the bar that says ‘Enter a plus code or an address’ at the top of the screen to see the designated lat, long coordinate and the surrounding area on the map with a Radius of 150 meters.
This red rectangle is the area that you will be targeting by entering [Lat, Long, 150] into the Custom Audience text box. If you wish to enlarge this area, target the Plus Code with a Radius of 2251 by entering [Lat, Long, 2251] into the Custom Audience box. To see this area on Google Maps take the code for a Radius of 150, in this example 87G8P2R3+, and change the last two digits before the plus sign to ‘00’. For example, 87G8P200+.
This red rectangle is the area that you will be targeting by entering [Lat, Long, 2251] into the Custom Audience text box.
Creative Audience
This audience collects User IDs, Device IDs or IP Addresses of users that have been served a creative through Pontiac and creates an Audience segment to re-target these users directly. Choose the data you wish to follow, either Device ID, User ID, and/or IP Address. Then select the Creatives, that once served, will add users to the Audience.
Subdirectory URL Audience
This feature allows you target up to 4 subdirectories per domain. Subdirectory URL Targeting will serve on all pages that fall into the string of subdirectories. For example, if you target nytimes.com/section/world/africa, your ads will serve in the World/Africa section, as well as any other section that sit below the Africa section. Enter each URL on an individual line in the ‘Custom Audience’ text box, remove the ‘https://’ and ‘www.’ before the domains if applicable. This Audience has a limit of 50,000 URLs per list.
Full URL Audience
By creating a Full URL Targeting Audience you can specifically target certain articles within a webpage, up to 20 subdirectories per domain. For example, nypost.com/2020/08/17/didnt-take-long-for-giants-saquon-barkley-to-impress-joe-judge. A campaign targeting this Audience will only serve on these exact pages and not the other pages that fall into the category subdirectory. Enter each URL on an individual line in the ‘Custom Audience’ text box, remove the ‘https://’ and ‘www.’ before the domains if applicabl. This Audience has a limit of 50,000 Full URLs per list.
Third Party Audiences
Third-Party Audiences allow highly specific targeting (or anti-targeting) contextually, by demographics, by behavioral characteristics and more. In the ‘Audiences’ tab under ‘Third Party’ you can search through the thousands of segments available by category, type, and provider.
Most Third-Party Audiences have an additional cost CPM to target the data. The CPM for each Third-Party Audience can be seen in the right-most column of the list of Third-Party segments. When you associate Audiences to a Line Item, add the cost of the most expensive segment to the Bid Data. The Data Costs for associated segments will be included in the all-in media spend for each Line Item.
Once you have found a segment, click the ‘Associate’ button, and send it to the Advertiser this Audience will be used in. This Audience can then be associated to any Line Item under this Advertiser. These can be layered together with Boolean logic to target individual Audiences or a combination of many. To choose between targeting ‘Any’ or ‘All’ between groups, see the section on Boolean Logic here: Boolean Logic.
The following are types of Third-Party segments and examples of how they can be leveraged to enhance campaign performance:
Behavioral:
Behavioral Third Party Segments can be leveraged to serve your ad to an Audience of users who have demonstrated their specific interests or lifestyles through their web activity by using behavioral segments. For example, to reach users who have been planning a vacation, users in the market for school supplies, or online shoppers searching for new running shoes.
Brand Safety & Viewability:
Brand Safety Third Party Segments can be leveraged to preserve and protect your brand’s integrity by placing your ads on inventory free from potentially hazardous or sensitive content such as drugs, alcohol, firearms, war etc. or utilize industry specific segments to avoid negative industry related content. Viewability Third Party Segments can be utilized to draw more attention to your ad and target pages with high viewability and minimal clutter.
Contextual:
Contextual Third Party Segments can be leveraged to target Audiences that are on websites looking at relevant content. For example, ‘Pets’ contextual advertising can be used to reach users who are currently consuming content related to pets, or ‘Women’s Fashion’ to serve to users browsing articles on that topic.
Demographic:
Demographic Third Party Segments can be leveraged to target Audiences based on demographic factors such as gender and age group. Reduce the risk of running campaigns to uninterested consumers by controlling basic variables, for example, generation, income, and family structure.
Language:
Language segments can be utilized to serve your ad to an Audience of users who are looking at content in over 50 different languages, from Spanish to Macedonian to Thai.
Weather:
Weather Third Party Segments can be leveraged to serve your ad to an Audience of users based on the weather conditions that they are experiencing in their current location. For example, a sunscreen brand can serve ads to people in “Very Sunny” conditions, or a nasal spray can serve to people in “Allergy Weather.”
Onboarded Audiences Overview
The ‘Onboarded’ section of the ‘Audiences’ tab is a space to house external data pushed to the platform, that can then be associated to a campaign. These segments can be integrated using your CRM data through LiveRamp, or they can be custom data segments created by the Pontiac Team through our partnerships with Bombora, and OnSpot.
If you would like to leverage your own relationship with a data provider, reach out through the Help Center for more information on how segments can be onboarded from your partners.
LiveRamp CRM Segments
Through Pontiac’s partnership with LiveRamp, your CRM data can be converted into targetable Audience lists in the Pontiac platform. LiveRamp is a data management platform (DMP) that allows you to upload personally identifiable information (PII) that you have about your Audience and match this information with User IDs to create an Audience segment. Audience data can include:
Name and postal addresses (NAP)
Email addresses
Phone numbers
Client Customer IDs (your internal Customer IDs)
This functions as an Audience key that allows LiveRamp to delete duplicates in an uploaded file. If there is no Customer ID, LiveRamp will use either the email addresses or NAPs provided.
If you are interested in LiveRamp to start targeting your CRM data, you will need to sign a LiveRamp user agreement. This agreement can be found in the ‘Admin’ tab under ‘Seat Settings’ in the ‘Addendum’ section. To sign this agreement, check the ‘Accept LiveRamp Addendum’ box at the bottom of the contract and click ‘Submit’. Once you have completed these steps, reach out to the Pontiac Team through the Help Center with the email address you would like to be used for the account. The Pontiac Team will create an account on your behalf using the email address provided. You will then receive an email from LiveRamp with login credentials. Upload a csv, tsv, or txt file containing PII into LiveRamp, which will match the submitted information with User IDs and allow you to target these individuals across the internet through Pontiac. For instructions on how to upload files to LiveRamp see here: LiveRamp. Once you have added a segment to distribution for Xandr, email your Account Manager to say that you have pushed a segment. Please provide the Pontiac Team with the segment name and the date you pushed the segment. Your Onboarded Audience will appear in the ‘Audiences’ tab under ‘On Boarded’. Associate the segment to the Advertiser where you would like to use it, and it will be made available to associate to any Line Item under this Advertiser. LiveRamp segments cost an additional flat CPM of $2. To set the bids, add $2 to the recommended bid ranges for the campaign’s media type.
Job Title/Employer Segments
Through Pontiac Intelligence you can leverage Bombora Audience Solutions to build custom audiences of users who work at specific companies or who have specific job titles/roles. For example, you can serve ads only to people who have the title ‘Marketing Manager’, or only people who work at Programmatic Mechanics. Compile and send the list of Job Titles or Companies to the Pontiac Team through the Help Center, who will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora. These segments will be available to target in Pontiac within 3 business days, and appear in the ‘Audiences’ tab under ‘Onboarded’. Bombora segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type.
Geoframed Commercial Address Segments
Through our partnership with Onspot Data, Audiences can be created to target users who have been in a certain commercial building. By using one or hundreds of commercial addresses, we can target ads to users who have visited those locations at any point in time in the past year. This Audience solution is great for users who want to target people who have visited a specific location or event. For example, you can target users who have attended a University of Texas football game, or people who have visited any Target across the country. These Audiences can ONLY be used for Mobile In-App campaigns in the United States. They CANNOT be used with CTV, Web (Desktop), or Mobile-Web campaigns.
To create a commercial address Audience, enter the commercial addresses into this excel template:Commercial Address Template. If the zip-4 column does not apply, it can be left blank. Send your completed excel template as well as the lookback period you would like to use (last 30 days, last 90 days, or a specific date range in the last year) to the Pontiac Team through the Help Center. After 3 business days, users from the defined geo locations and time frame will be made available for targeting, and will appear under ‘Onboarded Audiences’. OnSpot segments cost an additional flat CPM of $2.00. To set the bids, add $2.00 to the recommended bid ranges for the campaign’s media type.
Audience Types:
Regular: Regular Audience captures mobile ids seen within the geoframe(s) for the look back period.
Lookalike Audience: Look-a-like expands reach based on similarities in demographic, location, behavioral and temporal data. This feature expands on the concept of using demographic lookalike audiences by layering in location behavior to further refine the lookalike audience for improved performance. A baseline group in the initial audience is used to identify relevant demographic variables and incorporates similar location behavior to select targets with similar attributes.
Household Extension: When building a geoframe based audience a ‘Household Extension’ can also add the devices associated to the households that were seen in the geoframe. Devices such as tablets and gaming units can be added as an extension here.
Social Extension: Social audiences are people that are not family members who spend time together on a regular basis – friends and co-workers with frequent, meaningful interaction. The base audience is used to find other devices that frequently associate with a member in the base audience. These associations do not include devices that are part of the household extension. ‘Social Extension’ audience combines location, temporal and frequency as primary indicators to build the associations for determining the device linkages. Example: Both Madison and Kaitlyn’s mobile ad id’s are observed frequently together at the same playgrounds, restaurants, bars, and malls at the same times on the same days. We determine that they have a social connection based on frequently being seen together. Using frequency and location overlap we would consider these Mobile Ad Id’s as socially linked and would be included in the ‘Social Extensions’.
Contextual AI
Contextual AI is an AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads.
Contextual AI uses Natural Language Processing (NLP) to digest the content of articles across the web and understand the text the way a human would. By processing entire websites of content, the AI overcomes the ambiguities in language that over-simplified tools such as keywords can overlook, accurately assigning meaning to the words in context. (For example, does the word ‘Apple’ in this article refer to a company or a fruit?). A neural network produces an embedding vector of the content, allowing full webpages to be indexed for contextual relevance:
Leveraging this rich contextual analysis, Advertisers can build custom lookalike segments from a few sample articles or select from our list of curated contextual segments for over 300 IAB content categories. These segments have an additional cost of a $0.25 CPM that will be added to the all-in cost of media.
To leverage a Custom Contextual segment, follow these steps:
Define your target content:
URL Input: Find 4-5 sample articles that represent your brand’s target content. The following are our recommendations for selecting your sample articles:
Aim for a minimum of 3-5 example pages per contextual segment. Closer to 10 may provide good results depending on the subject but won’t be necessary in all cases.
Choose the number of examples based on how broad or narrow you want to match. If you want to go for something really broad (for example, “current events”, an IAB category), you’ll want a number of examples covering many aspects of such a broad subject (in December of 2022 I might include examples covering inflation, the Ukraine war, midterm elections, twitter, gpt-3, Donald Trump, Joe Biden and the World Cup for example). On the other hand, if you want to get very precise, for example “1960s muscle cars” you can get away with fewer examples.
Look for pages that are text-heavy with at least 5 sentences. Low quality pages (e.g. infinite scroll, interactive, or image heavy pages) will have lower performance in the matching process. News articles, blog posts, how-to articles, etc will provide more accurate matches.
Text Input: Enter a descriptive paragraph of text about the topic of interest to build a list of contextually relevant URLs for targeting. Text should have a minimum of 50 words and maximum of 500.
Create the Audience: In the ‘Audiences’ tab, select ‘New Contextual Audience’ and enter your sample articles. Using NLP, the sample articles are analyzed to achieve a deep understanding of content and meaning. The algorithm compares your sample articles to millions of URLs across the web to find the closest contextual matches.
Once your custom segment has generated, you can review a sample of the matched articles by clicking on the name of the Audience in the ‘Audiences’ tab. Under the ‘Site List‘ section, you will see the URLs for your sample articles. These can be edited at any time if the ‘Allow Updates’ box is checked. Below this section you will see ‘Example Audience Data‘, this is a sample of the matched articles that your ads will target when you use this Audience. Note, this is only a sample and not a complete list of matched URLs. The total number of matched URLs will be displayed under ‘Valid Records’.
Target the Audience on a Line: Matched articles are compiled in a custom segment that can be added to your Line Item under ‘Audiences’ using the ‘Associate Segments’ button. These audience segments contain Full URLs for precise contextual targeting. It is not recommended to layer this segment with any additional inventory or audience targeting as this may restrict campaign scale.
IAB Curated Contextual Segments
In the ‘Audiences’ tab you will find over 300 Contextual AI segments curated by the Pontiac Team for each of the IAB categories. If you click on the name of the segment, you can see the input and the sample output for this segment. The ‘Site List’ section displays the articles that were used to ‘define’ the desired content for the category. The ‘Example Audience Data’ below shows a sample of the matched articles where the ads would serve if this Audience is targeted. This is a sample and not the complete list of URLs contained in the Audience.
Note, these IAB Category segments cannot be edited and they are already available for use across all of your Advertisers at a $0.25 CPM. These can be added in the ‘Associate Segments’ section of the Line Item, under ‘Contextual’.
Remarketing Audience
To create an Audience of users who have previously visited your website for remarketing purposes, you must first create a segment pixel and place it on the Advertiser’s website. For more information on creating this pixel see here: Segment Pixels.
Once created and placed, the remarketing pixel will fire when a user lands on the page and store that User’s ID in an Audience segment. This Audience can then be associated to a Line Item. By associating this Audience to a Line Item, ads will serve on the web only to users who have visited the webpage where the pixel is placed.
The segment pixel can also be associated to a Creative during the Creative upload process. This will cause the pixel to fire and add a user to the Audience segment when they are served the Creative, even if they do not click on the ad or land on the webpage.
Associate Audience to a Line Item
To associate an Audience to a Line Item follow these steps:
Create or select a Line Item and open the Line Item configuration menu.
Scroll down to the ‘Audiences’ dropdown and choose the ‘Associate Segments’ button on the right-hand side.
Choose the red ‘Add New Group’ button on the right-hand side of the window. A box should appear with the words ‘drag and drop segments to add new group’.
Choose to target ‘Any’ or ‘All’ between groups. See the ‘Boolean Logic’ section below for an explanation of these functions.
Find the segments you wish to add on the left-hand side and drag them into the box on the right-hand side.
‘Audiences’: Audiences created with a remarketing pixel under this Advertiser will appear here.
‘Custom Audiences’: Custom Audiences can be created in the ‘Audiences’ tab and will automatically be available to all Advertisers in the seat. Certain custom Audiences will only be available to associate when the correct ‘Inventory Type’ is selected. For example, Lat/Long Audiences can only be used when ‘In-app’ or ‘Open’ is selected as the inventory type.
‘Third-Party Audiences’: For Third-Party Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
‘Onboarded Audiences’: For Onboarded Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
These Audiences can be ‘targeted’, or ‘anti-targeted’. To switch to ‘exclude’ or ‘anti-target’ an Audience, select the gray minus sign next to the name of the segment. When you click on the minus symbol it will change from gray to red, indicating that the Audience is now being ‘anti-targeted’. This Line Item will now serve to any user that is NOT in this Audience. In the example below, the Line will serve to anyone who is not in this segment of politically conservative users. If you are only using one Audience, there is no difference in the exclusion feature between ‘any’ and ‘all’. See the Boolean logic section below if you are using multiple Audience segments.
Select the red ‘Add New Segments’ button at the bottom of the window to save the changes and then submit or save the Line Item.
Add the average cost (CPM) for all associated segments to the Bid Data for the Line Item.
Boolean Logic
If you are targeting multiple Audience segments they can be layered together in groups through Boolean logic. To choose ‘Any’ or ‘All’ between groups read the following descriptions of each.
‘All, between segment groups’
If you only have one segment group, the internal group logic will default to OR, meaning that if ANYof the conditions within the group are met the impression will be eligible to serve. For example, below is targeting users found in the ‘Female’ Audience OR ‘Age 18-24′. If you have created multiple segment groups, the intergroup logic will automatically default to AND, meaning that at least one condition must be met in ALL segment groups. For example, below a user would need to be found in one of the two segments in the first grouping AND would need to be found in one segment in each of the other segment groups associated.
‘Any, between segment groups’
If you only have one segment group, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND ‘Age 18-24’ for an impression to be served. If you have created multiple segment groups, the intergroup logic will automatically default to OR, meaning that the conditions of one segment group are to be met OR the conditions of the second group are to be met.
Anti-Targeting
‘All, between segment groups’
By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences the internal group logic will default to OR. For example, below an impression could server to any user found in the ‘Female’ OR NOT FOUND in the ‘Age 18-24’ Audience
‘Any, between segment groups’
By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND NOT FOUND in ‘Age 18-24’ to be served.
