“It’s not the answer that enlightens, but the question.” - Eugene Jonesco
With the aim to respond to your needs more quickly and appropriately, we have jotted down the most frequently asked questions about DSP Targeting.
Which third-party vendor should I use for Audience targeting?
All third-party data vendors work similarly in the manner in which they gather data and the types of data they collect and offer. However, not every vendor has access to the same data, so some vendors could have large pools of data while others don't have as much. Similarly, some vendors' data might not be as robust as others depending on where their data is coming from and what part of the data pool is being looked at, especially in regards to location. So how do you choose which to utilize?
Vendor data is not transparent so the choice is yours. The best way to estimate reach is to use Forecaster to see the projected avails on any particular segment.
Can I share first-party data segments between many advertisers?
At this time, first-party data segments are made visible on an advertiser-by-advertiser basis.
How to Target 18+ Only in the DSP?
If it is necessary to ensure that your campaign hits adults only, the best practice is to exclude all audience segments that are tied to "children in household" data and any demographic segments that include ages between 13 and 17. This would be done on this screen.
We also recommend that the landing URL for the campaign has an age-gate that requires users that click on the ad to verify they are >18 before entering the site.
What exchanges are my ads delivering on?
While the DSP can serve Ads across several different Ad Exchanges, we only display audit information for a small handful of them. Zeta is integrated with 56 Ad Exchanges, giving you a wide range of inventory and opportunities to deliver your Ads.
Only 11 of these 56 Ad Exchanges provide Video inventory, one of them being Google ADX. Of these 56 Exchanges, we display Audit information from 4:
Does Zeta guarantee the delivery of companion banners with Video placements?
Zeta cannot guarantee the delivery of companion banner impressions as exchanges do not guarantee a 1:1 ratio of Video Ad/ companion banner delivery.
What type of files are accepted via the platform?
Any file with csv content is accepted
What are the best practices for IP formats?
How many IPs can I have in an IP List?
What is the minimum number of Keywords that can be targeted?
1 Keyword string (not recommended)
What is the maximum number of Keywords that can be targeted?
50,000 Keyword strings (Meaning you can add 50,000 lines of Keywords into the UI to Target)
What parts of a website does Keyword targeting look at?
Keyword targeting looks only at site URLs, no page content
How are Keywords matched?
Keyword strings are matched literally
For example, if you want to exclude all URLs with some variation of "dog house" in them, you will have to exclude all of the following keyword strings: