Audience Targeting

Overview

Audience targeting allows you to identify and show ads to audiences based on data collected from internal and third-party sources, such as:

  • Pixels

  • Media Conditions

  • Zeta partners

  • First-party data

Selecting Audiences to Target

  1. Select Audience from the Pre-Bid Targeting pop-up in the DSP.

2. Search available Audiences & Pixels. 

3. Select the desired Audiences and/or Pixels. They will be displayed under the "Condition 1" box to the right. 

4. Click + Condition to further customize your Audience. Select AND | OR | NOT above the "Condition 1" box to choose whether the ad shows to users in both audiences, or users in one of the two audiences.

5. Continue to add conditions as necessary.

6. Click Save when complete.

Targeting Audiences in Defined Time Frames

The Zeta DSP allows you to select a time frame, and the DSP will only target the users who were members of that audience during the selected time frame. Complete the process below to set up this type of targeting:

  1. Select Audiences & Pixels as described above. 

  2. Navigate to the Timeframe column for an Audience (or Pixel) and click Anytime.

3. Click Within.

4. Enter a numerical value in the box and choose an appropriate timeframe: Days | Hours | Minutes.

5. Click Save & Close when complete.

Prices

Third-Party Audience Segments tend to have additional retail CPM costs. These fees are displayed in the Price column. If an audience segment is free (such as segments created via your own Pixels), the Price column reflects $0.00.

Boolean Operators

Combining Audiences is done using one of the following operators:

Includes ALL of the Following (AND)

Choosing AND means that the campaign only targets visitors who have been identified as belonging to all of the specified audiences. Use this with care as it can be very restrictive. For example, if you choose this and specify Auto-Owners - Luxury Car and Auto-Owners - SUV you are specifying that the individual has been identified as owning both types of vehicles. If the intention had been to target those who owned one or the other, choose OR instead.

Includes ANY of the Following (OR)

Choosing OR means that the Zeta technology targets an Ad visitor if they are at least in one of the specified groups. For example, using this with the audiences (1) Fashionistas, (2) Female Executives, and (3) Gender Male means that a person only needs to be in one of the groups to be targeted.

Excludes ALL of the following (NOT)

Choosing NOT excludes a particular audience from targeting. With this approach, you exclude from targeting anyone in the specified audiences, even if they happen to be in other audiences that you are also including. An important consideration with this option is to fully investigate the audience before excluding it. For example, suppose you choose Finance. Choosing its label reveals that this audience has multiple sub-audiences in multiple tiers, some of which you might actually prefer to include.

Data Sources

To include first-party data from the Zeta DMP, find it as a category under Origin.

Source

Description

Pixels

Choose Pixels to include visitors who have interacted with one or more of the campaign's Pixels. You may specify which ones to include and which to omit.
When you choose the for Pixels, the platform reveals all of the available Pixels plus the special targets, Any Company Pixel and Any Campaign Pixel.
Choose Any Company Pixel to conveniently target visitors who have interacted with any of the listed Pixels, except those of type Survey or Video Completion.
Below the Company Level, you may also choose Any Campaign Pixel to conveniently target visitors who have interacted with any of the campaign's Pixels, other than those of type Survey or Video Completion.
With Pixels, you also have the option to include a time frame, that describes when the visitor last interacted with the Pixel. (See figure below.) The default value for a time frame is Anytime.

  1. To restrict the time period, choose Within.

    1. The platform adds a number and a units field.

  2. Choose the units, one of the Days, Hours or Minutes.

  3. Enter the number of those units during which you wish to target or exclude (for example, 14 in the case of Days would target or exclude for the next two weeks).  

AdGravity

AdGravity is a Spanish company whose exclusive technology offers all the vision of the digital marketing performance of their clients.

AdobeDMP

Choose one or more audiences you have created in the Adobe DMP.

AggregateKnowledge

Aggregate Knowledge is a media intelligence company that enables advertisers to reach high-performing customers, providing a holistic solution that helps marketers to manage their efforts across traditional and digital channels, ensuring they have access to validated and up-to-date consumer information. It also provides a solution to onboard CRM data to extend interactions with customers, personalize offers and content giving them the ability to market with precision, and develop high performing audiences that can be deployed across all digital channels, including mobile.

AudienceProject*

AudienceProject is firmly rooted in market research. They help brands, agencies, publishers and e-commerce companies identify, target, and validate audiences.

Bluekai*

BlueKai, part of the Oracle Data Cloud, provides third-party data, with a focus on consumers who have an intent to buy a product or service in the near term and a particular focus on top-tier e-commerce, financial, retail, and online travel agency sites. Actions that define "in-market" include interactions with a search function (either via search widget or entering a keyword), product comparison, loan calculators, etc.

DataLogix*

Datalogix obtains and tracks purchasing behavior, including offline, via retailer loyalty-card programs and observed consumer behaviors and transactions. It has aggregated insights on over $2 trillion in consumer spending.

Eulerian*

Eulerian Technologies is a leading French company in analyzing and optimizing e-marketing operations in real-time.

Exelate*

Exelate provides an online audience-data marketplace that delivers rich targeting data on more than two billion unique users, ten thousand segments, two hundred partners, and trillions of data points.

Exactag

Exactag is a German company that combines classic marketing mix modeling and digital marketing attribution to create a revolutionary new cross-media approach: marketing mix attribution.

Eyeota*

Eyeota provides premium audience data from Europe, Asia-Pacific, Australia, and the Americas.

IBM*

IBM Analytics uncovers audience insights and personalizes their experiences with advanced analytics and cognitive solutions.

KBMG*

KBM Group transforms marketing efforts into mutually beneficial customer conversations through data-driven insights to optimize business outcomes.

Krux

Krux helps marketers, publishers, and agencies drive revenue by delivering smarter content, commerce, and marketing experiences.

Liveramp*

LiveRamp provides secure Self-Service onboarding facilities for users' customer data files in virtually any format. It supports very large files, anonymization, and data matching with online devices and digital IDs including browser cookies, mobile device IDs, and social network accounts.

Origin

Contact your Zeta Programmatic Support team to target one or more audiences you have created and set up in the Zeta DMP.

ShareThisDMP*

ShareThis observes and captures consumers' constantly changing interests, passions, needs, lifestyles, and preferences aCross-Devices in real-time. Armed with these most recent signals, you can reach those most likely to be in the market for your product and services.

VisualDNA*

Headquartered in London,VisualDNA(Imagini) employs images to conduct online psychographic marketing research, especially in a social networking context. It offers demographic, interest, intent, and personality data from 450 million individuals worldwide.

Walmart

Clients having a partnership agreement with Walmart can access audiences here.

TARGUSinfo

TARGUSinfo provides on-demand solutions for companies to improve audience targeting, customer experience, and conversion rates. Now part of Neustar.

Media Conditions

Target audiences based on any Media Conditions you have created.

Data segments from these sources may add costs to your campaigns. Please be aware of these costs before enabling these segments.

Audience Targeting Best Practices

Finding Data Segments to Target

Need to find segments for targeting? See tips below for how to use the Forecaster and Audience Targeting page to search for segments.

Forecasting Tool

  1. For the steps below, we are using an example where the goal of a campaign is to target military personnel. Reference Forecaster for product documentation on this tool.

  2. Within the Forecasting tool under the "Audience" restriction, there is a search box to search segments by pixel IDs or by keyword.

  3. You can search for a combination or sequence of keywords (e.g. "Military") and all the segments with that keyword will populate.

It is a best practice to always run avails for data segments along with other targeting settings to set delivery expectations.

Audience Targeting

  1. For the steps below, we are using an example where the goal of a campaign is to target military personnel. 

  2. In the Audience Targeting screen, there is a search box to search a combination or sequence of keywords.

  3. You can search a keyword like "Military" and all the matching segments will populate.

  4. Please make sure to run any segments you find in targeting through the Forecaster to ensure volume.

Audience Targeting FAQs

Question

Answer

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.
Some Zeta third-party data partners include Acxiom, Bluekai, Lotame, Datalogix, Experian, TruSignal, Alliant,IXIand
Please note - there is a surcharge for customers using third-party data segments. 

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.
In order to make the segments visible to the new advertiser, a request will need to be logged with Zeta Programmatic Support. The Programmatic Product Support Group will amend the individual segment(s) in order to have the new company added to viewing/usage permissions. Until this is done, those segment(s) will not be accessible for targeting or in the Audience Analyzer within that DSP company.
Information Needed for Escalation to Support:

  • The complete name and/or ID of the company that the segments need to be visible under

  • The pathway of at least one of the segments that need updating as an example (i.e. "BlueKai > PRIVATE - Your Company Name >")

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.
Example segments include:

  • Bluekai > Branded Data > DataLogix > DLX Demographics > Children in Household

  • Eyeota > Demographic > Declared Age > 13-17

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.