Third Party Audience Targeting

How do I Add Audiences to my Campaign?

You can use the Search bar to look up audience keywords or navigate through the list using “+” to expand an audience grouping breakdown and “-” to collapse it again.  Select the audience(s) you wish to target, and choose to whitelist or blacklist it.  

As with other targeting modules, whitelisting an audience tells Go2mobi that you wish to only target devices that exist within that audience. Blacklisting tells Go2mobi that you wish to target devices outside that audience.

Once you’ve added an audience as a Whitelist or Blacklist, you can further define custom audiences by using the boolean operators AND and OR. The default setting when an audience is added is OR.  The operator selected for an audience defines its relationship with the audience directly below it.

Using the UP/DOWN arrows on the far right of the added audiences allows you to move it throughout the defined targeting set.


This diagram represents the distinction between using the AND and OR operators. If both Audiences 1 and 2 are added as whitelists, using AND will target only devices in the center intersection between these audiences; devices that exist in both Audience 1 AND 2. Using OR will target any devices that exist in Audience 1 OR 2.  If Audience 2 is added as a blacklist, and the operator is set to AND, then only devices that exist in Audience 1 but NOT in Audience 2 will be targeted.

* Important: Using a single audience blacklist is typically not recommended, as the audience may be quite small compared to the whole population of devices, and the Audience CPM charged on the subsequent impressions served may not justify the additional costs.

Which Audiences are Available?

As of October 2017, there are approximately 200 Neustar audiences available for targeting on the Go2mobi DSP. However, as a Neustar partner, Go2mobi has access to over 4,000 audiences. Additional audiences and audience providers may be made available over time. If you can’t find an audience you’re looking for, please email support@go2mobi.com to inquire.

Pricing

Audience targeting may include an additional cost. Audience Usage Fees are on a CPM basis and is calculated as the sum of the highest cost of all audiences currently targeted, by provider, that matches with the impression served. Audience Usage fees are only charged on wins/impressions.

Example:

Provider 1 Audience 1 - $0.50CPM

Provider 1 Audience 2 - $1.00CPM

Provider 1 Audience 3 - $2.00CPM

Provider 2 Audience 4 - $2.00CPM

Provider 2 Audience 5 - $5.00CPM

Targeting:

Group 1: Whitelist Provider 1 Audience 1 ($0.50) AND Whitelist Provider 1 Audience 3 ($2.00) AND Blacklist Provider 2 Audience 4 ($2.00)

-- OR --

Group 2: Whitelist Provider 1 Audience 2 ($1.00) AND Whitelist Provider 2 Audience 3 ($2.00)

-- OR --

Group 3: Whitelist Provider 2 Audience 5 ($5.00)

 

Using AND operators between audiences means that for an impression to be eligible, it needs to be TRUE for each of the conditions. If an impression’s device was IN Audience 1 and Audience 3, but NOT IN Audience 4, then this is a match, and the audience usage fee would be the sum of the highest CPMs from each included Provider. In the above example, the audience usage CPM for this grouping is the higher of Audience 1 ($0.50) and 3 ($2.00), because they’re from the same provider ($2.00), plus $2.00 from Provider 2, for a total of $4.00.

Using OR operators allows an advertiser to create audience groups, which are evaluated for match independently of each other. Only one OR group needs to match for an impression to be eligible on the campaign. In the above example, there are three groups separated by two OR conditions.

Group 1, as determined earlier, would have an audience usage CPM of $4.00 if all contained conditions were true.

Group 2, containing Audiences 2 and 3, would have an audience usage CPM of $3.00 if both conditions are true

Group 3, containing only Audience 5, would have an audience usage CPM of $5.00 if that condition is true.

The MAX Audience CPM is the highest audience usage CPM of each group, and in this example would be $5.00. The Max Audience CPM on a campaign is displayed below the selected audiences on the Audiences module of the Campaign Setup page.

How to I Report on Audience Usage?

Within the Reporting page, there are two Columns that represent audience usage:

  1. Data Cost provides the sum of the cost of all Audience data used for the wins (impressions) on that report row. Depending on the Audiences targeted, this value will allow you to determine the current average Audience CPM for this component of your campaign, and will equal a CPM between the lowest CPM audience targeted and the highest CPM audience targeted.
  2. Total Cost is the addition of Data Cost and Media Cost, with Media Cost being the cost of the inventory purchased.

 

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