Targeting Option - Display Ad Group

Once you have set up the prerequisites for applying targeting settings (see here), you may start applying filters for ad groups across channels.

Follow the video and steps below: 

1. Under Campaign tab, select the campaign that has the "Display" logo in orange color beside the subtitle.
2. Click on the Display Ad Group you have created to enter the ad group level. To learn how to create a Display ad group, refer to this article.
   
   The Performance area of the dashboard shows the performance of the ad group both numerically and graphically, in real-time. The dashboard includes metrics such as impressions served, revenue, click-throughs and budget spent. Users have control over the time period for which the data is shown by adjusting the calendar.
   
   The Estimated Reach area of the dashboard is a prediction on the available inventory and the expected CPM, CPC and CPA rates. This estimation is based on the filtering applied to the ad group, as explained in the next part of this article.
   
   
3. Additional targeting filters are available to refine and specifically target your intended audience. It is important to understand each one in detail so you are aware of which filters to apply to achieve your intended results:
   

Ad Group Info

Click on this option to see and edit all the information pertaining to the ad group including budget cap, pacing and the bid amount.

Exchanges

Click on the Exchange filter and click on Add Exchanges. Select the exchanges you want to add; the system automatically adds them to the main exchange list. Here, you can click the Include and Exclude buttons to either run or avoid running your ads on those exchanges. Click on Save button to confirm your changes. Please note that this field is mandatory in order to start running your campaign.

PMP Deals

Refer to this article to learn how to set up PMP Deals prior to applying on the ad group level. To use one of these deals in your ad group, click on the PMP Deals filter. Click on Add Deals and select the deals you would like to add. Click on Save button to confirm the changes. If you would like a deal set up specifically for your campaign, contact your Customer Success Manager or Submit a Request here for more information.

Audience

The audience targeting filter allows you to select a specific group of audience. There are two types of audience available: First-party and Third-party audiences. First party audience refers to the audience pool collected on the users' website through a pixel embedded on the sites (i.e. direct visitors to the clients' website).

Third-party audience can be bought from third-party audience data providers at a fixed price. To learn more about the Audience and the steps involved in creating them, visit this article.

To add an existing audience click on Add Audience button and select the desired audience.Click Save button to confirm the changes.

Day and Time

This filter allows users to decide exactly on what days and at what times ads are served and the campaign runs. This filter can be applied by clicking the mouse over the highlighted area and selecting/deselecting each time slot. Click Save button to confirm the changes.

Demographics

The Demographics filter allows the user to target an audience based on age and gender. Select Yes to activate the Demographics options. Set the desired age group with the help of a slider and control the gender using checkboxes. Click Save to confirm the changes.

Geography

Every ad group also needs a location to target and there are 2 ways of inputting this. To add a location filter, select the Geography filter. You can manually type in the locations you wish to target in the box provided. Alternatively, you can also import a geo list by clicking on the Import Geo List button. You may include a proximity radius for postcodes. Check out this article to learn about the steps involved in setting this up.

Please note that this field is mandatory in order to start running your campaign.

Apps and Sites

To add a filter for the apps and sites you wish to serve your ads on, select the Apps & Sites filter (labeled 8). Click on the Add Sites button and enter all the relevant sites, separating each one by a line. 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 buttons respectively.

Alternatively, click on Import Site Lists, Import App Lists and Add Ad Space from List buttons to apply a pre-existing list. Check out this article to learn how to create your own Site and App list.

Click on Save button to confirm the changes.

Brand Safety

Brand Safety filters can be applied to prevent ads from being served on websites with specific content. It is applied to ensure that the ads are served only on sites that are safe and to comply with Knorex's Quality Assurance policies.

To add a brand safety filter, select the Brand Safety option. Click on Add Brand Safety button and select the relevant categories that you wish to apply to your campaign. You can select both systems as well as user-defined brand safety categories. Click on Save to confirm the changes.

If you would like to set up your own user-defined brand safety categories, check out this article.

Creative

These are the ads themselves, that appear to your target audience on publishers' websites. Click on the Creatives filter. Click on Link Creatives and select the creative you would like to add. Click on Save button to confirm the changes.

Frequency Cap

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.

Click on the Frequency Cap filter. Click Yes for Cap on Impressions and input the number of impressions to cap at during a given period of time.

Languages

XPO offers both user device as well as content-based language targeting. The User-Agent option targets websites and apps based on the language setting on the audience's device. For example, French ads can be targeted to devices with French set up in language setting.

The Lumina Knorex option is a software which is built in-house to target user with ads based on the language of the content of a  certain webpage. Following on from the previous example, French ads can be placed on websites that have content in French.

To add a language filter, select the Language option. Select either User-Agent or Lumina Knorex and click on Add Language button. Select the relevant languages you wish to target and click on Save button to confirm changes.

Segments

This filter is used for contextual targeting, where we can show relevant ads based on keywords present in the content of web pages. This is known as user-defined segments. Alternatively, you can also use system-defined segments, where the system gathers keywords using hundreds and thousands of labeled web pages obtained from different exchanges, and through machine learning which is continuously updating its knowledge base.

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.

If you would like to learn more about setting up a user-defined segment, check out this article.

Viewability

According to IAB standards, viewability is defined as follows: If and only if 50% of an ad is seen for at least 1 second, then that impression is said to be viewable. Setting a viewability filter implies that out of all the impressions served, a certain percentage is guaranteed to be seen, and this percentage can be controlled by the user.

To add a viewability filter, click on Viewability and toggle Set Viewability to ON. Use the slider bar to set the viewability percentage you wish to apply to your campaign. You can also set the position of the ads by checking the relevant boxes under Ad position. Finally, an upper limit can be set on the number of bids placed for a particular page under the Bid limit per page option.

Mobile

The mobile filter has 4 sections – Device Types, Device Models, Device IDFA/AAID and Device OS.

Adding a Device type filter allows users to target ads on specific devices such as Connected TV, mobile phones, tablets and desktops. The other 3 filters allow users to target the audience by the device model, cookie ID and right down to the operating system that the target audience are using as well

To add a device filter, select the Mobile option. Click on Add Device Type button and select the relevant categories that you wish to apply to your campaign. The picture below shows the available device types that can be targeted using XPO.

Follow similar steps to add in the 3 remaining filtering options. Please note that device IDs may also be imported as a list. If you want to learn how you can import a device ID list, check out our this article.

Technology

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.

To add a technology filter, select the Technology option. Click on the Add Connection Type button and select the relevant categories that you wish to apply to your campaign. Follow similar steps to add in the 3 remaining filtering options. Please note that IP addresses may also be imported as a list. If you want to learn how you can import a device ID list, check out this article.