Site List Targeting

Overview: Site List Targeting allows you to choose the domains you want your ads to serve on. Custom site lists can be created with any number of sites, but only using top level domains (no subdomain targeting is available when utilizing the basic site list feature).

Use Cases: Site List Targeting is best used when you have an idea of your target audience, and that audience frequents certain websites or types of websites.  If your audience frequently visits a domain, serving ads there allows you to reach your audience without paying for Third-Party audience data. This strategy optimizes your ad spend by only serving on sites that are most relevant to your audience or your content.

KPI: Click Through Rate (CTR) 

Media Type: Display, Native, Video

Placement: Ads targeting a site list will run across the domains specified in the site list.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type.  Bids can vary depending on the sites being targeted, but most can be reached with standard bid rates.  

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

 

Setup

To build your Site List, go to the ‘Inventory Tab’ click ‘New Site List’.  Add the sites separated by commas, following the example provided in the Site List creation window. When setting up a new Line Item, the Site List you created (as well as preconfigured Site Lists by category) will be available to associate to the campaign in the Line Item ‘Targeting’ menu under the ‘Site List’ tab.