These are the variety of targeting options and capabilities supported in XPO:
1. Audience Targeting
a) First-Party & Third Party
Audience segmentation is to categorize users into different segments or sub-groups so that you can create tailored targeting campaigns, creatives, or marketing strategies for such sub-groups/segments. Segmentation can be done based on behavioral, contextual, demography, etc.
First-party data refers to the information about the audiences or customers collected on your site directly and this is often done using browser cookies. You can use XPO to generate a remarketing pixel, embed it on your site, and start collecting first-party data.
Third-party data refers to the information that is collected by a third party, usually a data provider. XPO provides a variety of third-party data that allows you to expand the reach or reach out to the users with specific characteristics.
b) Lookalike Audiences, Household Extension
Lookalike modeling uses attributes from users' customers (first-party data) at each stage of the sales funnel to create a similar audience and increase the reach to similar targets. Household extension influences decision-makers by reaching household members through connected devices.
- How Do I Embed XPO Remarketing Pixel On To My Website?
- How Do I Retarget Based on UTM?
- How Do I Use LinkedIn Website Audience for Remarketing in XPO?
d) Cross-Channel, Cross-Platform and Cross-Device
The cross-channel capability enables you to deliver an ad to the audience engaging different advertising channels, namely CTV/OTT, video, display, social, search, audio, and email and across different devices (laptop, mobile, tablet, smart TVs) via different platforms (Web/App, Android, iOS), thus enabling an unparalleled degree of reach for prospecting and retargeting.
e) Contextual Targeting
Target sites by content and with keywords matched by an advanced machine learning algorithm. XPO gathers keywords, such as general keywords, branded keywords, and competitor keywords, using hundreds of millions of labeled web pages from different ad exchanges. Learn more here.
f) CRM & Device Audience Targeting
- How to use CRM Data for Cross-Channel Targeting?
- In XPO, you can create audience segments by uploading an existing list of Mobile Advertising Identifiers (MAIDs) for device Targeting.
g) Dynamic Creative Optimization (DCO)
DCO is the process where elements of the display banner, such as products, offers, call-to-action, promotions, color, ad copy, and more, are automatically optimized and personalized based on the triggers or audience segmentation you set on XPO. DCO can be used in both prospecting and retargeting/remarketing; though the common execution in the market is typically employed during the retargeting stage. Learn more here.
One of the common DCO examples is the product retargeting ad. A user who browses a specific product on the retailer's site will later be retargeted by this product ad across the internet. The user will stop seeing this ad based on the frequency cap you set on XPO.
2. Location-Based Targeting
Hyper-localization refers to the ability to execute extremely personalized messaging to the high intent audiences within a specific geographical area (e.g. hangouts, high traffic areas, shopping strips, affluent areas, entertainment hotspots, central business district, event venues, etc.). A proximity radius can also be used to customize the desired coverage.
b) Geo-Fencing, Geo & Proximity Targeting
- How Do I Use Geo-Targeting Using Polygon?
- How Do I Use Geo-Targeting On Facebook, Search & Display Channels?
- How Do I Target Audiences Based On Proximity & Historic Location Data?
3. Ad Group Targeting
Learn more about the pre-requisites for ad group targeting here.
3.a) Inventory Resource
Direct Buy/Programmatic Preferred Deals From Premium Publishers
Publisher Management Platform (or Deals) is best described as a private auction area with a fixed number of buyers and sellers bidding for inventory space. Deals can be customized to meet the targeting requirements of your campaigns. For example, it is possible to create a deal that targets only males over 30 years old in the state of California. In fact, XPO supports PMP Deal IDs and has over 500 deals in place for various industries and markets around the globe.
3.b) Segmented Intent, Affinity & Demographics
Audience targeting can be done based on demography (age and gender), behaviors, interests, and segments. For example, expats who age from 35-40 and live in a certain state, affluent travelers, and shoppers, etc.
3.c) Target Based on Content
Apps & Sites
In XPO, you can add a filter for the apps and sites you wish to serve your ads on. Click on the Add Sites button and enter all the relevant sites. You can choose to include or exclude the sites your list to control your whitelisted and blacklisted sites. Follow the same steps to add in apps and an ad space filter by clicking on Add Apps and Add Ad Space.
Alternatively, click on Import Site Lists, Import App Lists and Add Ad Space from List to apply a pre-existing list.
Knorex XPO offers both user-device-based as well as content-based language targeting:
- The User-Agent option is provided to target websites and apps based on the language setting on the audience's devices. For example, French ads can be targeted to devices with French as the set-up in language settings.
- The Lumina Knorex option is software that is built in-house to target users with ads based on the language of the content of a certain webpage. For example, French ads can be placed on websites that have content in French.
To add a filter for contextual targeting, select the Segments filter. Click on Add Segment button and select the segments you would like to add. Similarly, click on Add Sub Segment button and select the sub-segments you would like to add. Click on Save button to confirm your changes.
This capability is designed for a brand-safe environment and it is used to prevent serving ads on sensitive categories such as adult, alcohol, car accident, gambling, religion, violence, etc. It is applied to ensure that the ads are served only on sites that are safe and to comply with our Advertising Policy and Quality Control.
Viewability is a measure of whether an ad is seen by a user. At Knorex, we support the Interactive Advertising Bureau (IAB) definition of viewability: a minimum of 50% of the ad is in view for a minimum of one second.
Setting a minimum impression viewability (e.g. 50%) is available on XPO, it's advisable to check your historical viewability before applying this feature. On top of this, we also provide ad position targeting capability, there are options of "Above the fold" and "Below the fold" for you to test which ad position provides the highest level of viewability and performance. Last but not least, our bid limit per page targeting capability allows you to set the bid attempts per user per publisher page. This helps to control your brand exposure across different strategies. For example, a lower bid limit per page per user for prospecting to prevent repetitive exposure and ensure maximum reach to new users.
A frequency cap is used to set a limit on the number of times an impression is served to one unique user, to avoid inundating the user with ads. The time frame can be adjusted from anywhere from a minute to as long as the campaign’s lifetime.
The technology filter allows the user to target an audience by the type of internet connection, as well as by the target audience’s mobile service provider and IP address. In XPO, technology refers to target specific internet connections like 2G, 3G, ethernet, wifi; environments like mobile web, mobile app, or desktop web; browsers like Chrome, Safari; or even target through IP addresses.
Target prospects via their devices:
- Device types such as connected TVs, tablets, mobiles, computers, set-top boxes, etc.
- Device models such as iPhone X, Acer E100, Samsung Galaxy, etc.
- Device Operating Systems
With such advancements in the ad tech industry, you can capture the interests of your most potential customers, within a short period of time!