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FAQs (Targeting)

“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.

Audience 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.
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.

Inventory Targeting



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:

  • Google ADX

    • Auditing is performed for two separate sets of inventories: Google AdX and AdX SSL

      • "Google ADX" represents the small amount of non-secure (HTTP) inventory provided by Google ADX

      • "Google AdX SSL" represents the secure (https) inventory provided by Google ADX

  • AppNexus

    • Auditing is performed for two separate sets of inventories: AppNexus and AppNexus MS

      • "AppNexus" represents the inventory that is provided by AppNexus

      • "AppNexus MS" represents the small amount of inventory provided by Microsoft, which AppNexus does the auditing for

  • Yahoo Ad Exchange

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.

IP List Targeting



What type of files are accepted via the platform?

Any file with csv content is accepted

What are the best practices for IP formats?

  • Each IP in a file should be a valid ip and/or ip/subnet. For example:

    • (technically

    • (

    • (

    • 2001:0db8:0001:0000:0000:0ab9:C0A8:0102 (technically 2001:0db8:0001:0000:0000:0ab9:C0A8:0102/128)

    • 2001:db8:abcd:0012::0/64 (2001:db8:abcd:0012:0000:0000:0000:0000- 2001:db8:abcd:0012:ffff:ffff:ffff:ffff)

  • No IPs in the list should repeat

How many IPs can I have in an IP List?

  • 500K is the limit for how many IPs can be in a file.

URL Keyword Targeting



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:

  • "dog%20house"

  • "dog+house"

  • "dog-house"

  • "dog_house"

  • "doghouse"

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