Domain & Sub-Domain Targeting

Overview:

  • Domain Targeting: This feature allows you target up to 4 subdirectories per domain.  Domain targeting will serve on all pages that fall into the string of subdirectories.  For example, if you target https://www.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.  
  • Specific Domain Targeting: Allows you to specifically target certain articles within a webpage, up to 20 subdirectories per domain. For example, https://nypost.com/2020/08/17/didnt-take-long-for-giants-saquon-barkley-to-impress-joe-judge/.  Specific domains will only target these exact pages and not the other pages that fall into the category subdirectory.

Use Cases: This targeting tool can be used to strategically place ads on specific subdirectories or specific articles with content related to your ad or brand to reach your target audience. 

Case Study: Full Domain Path Targeting- Niche Medical Product Reaches Target Audience Using Deep URL Targeting

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement: This will run on the specified domains, and the pages that fall below the subdirectories, where inventory is available.

Bid Structure: This targeting tool significantly limits the size of your potential audience and can restrict campaign delivery. We recommend increasing the bids from the default for each creative type.  Bids for display should be no less than $9, and for video no less than $20.

Audience Data Targeting: First and Third-Party segments are available for targeting, but with inventory limited by direct site targeting, this is not recommended.  

Specs:  Align with the campaign’s media type.

Setup

To set up a campaign, you must first create the audience of domains you wish to target.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Domain’ or ‘Specific Domain’ from the dropdown menu.  Enter each Domain or Specific Domain on an individual line. This text box does not accept domains with special characters such as %, & á etc. 

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.