Programmatic campaigns allow for precise targeting based on demographics, behavior, location, and interests, ensuring ads reach the right audience. Below are the main audiences types and steps for creating each:
Audience types
Programmatic campaigns offer multiple audience targeting options to help you reach the right users. Each audience type allows you to apply specific strategies to customize your targeting:
DSP Custom Audience: Apply rules within a pixel to add users to a custom audience.
Contextual Audience: Target ads based on the content of a webpage. Ad placements are determined by relevant keywords, topics, and the overall content of the page.
Interest-Based Audience: Also known as behavioral remarketing, this method delivers ads to users based on their previous interactions with websites or content.
How to create audiences for programmatic campaigns
Expand the rows below to create custom audiences and target users effectively in Fluency.
Creating DSP custom audiences
Creating DSP custom audiences
Step #1: Create user ID tracking for the custom audience
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions in the top-right.
Select Custom Audiences under the settings drawer menu.
Click + Create New DSP Audience, and select DSP Custom Audience from the dropdown.
Enter a Name and Description.
Select a User ID Type to identify how Fluency will track and deliver ads. Note: Once you select a User ID Type, it can't be updated. If you need a different User ID Type, you'll need to create a new audience.
Helpful definitions:
Identifier for Advertising (IFA): A 32-character hexadecimal code unique to the consumer's OTT device.
Cookies: Small text files that store data, such as usernames and passwords, used to identify your computer when accessing a network.
Connected TV (CTV): A device that connects to—or is embedded in—a television to stream video content. CTV devices use synthetic IDs to identify users, which are not permanently linked to a specific user or device.
IP Address: A unique string of characters that identifies each computer using the Internet Protocol to communicate over a network.
Step #2: Configure conversions for custom audiences
Go to the wrench icon (Account Settings & Tools) in the settings drawer menu, and select Conversion Actions.
Click the + button.
Enter a Name and select DSP Pixel Conversion for the Type.
Enter a Default Revenue amount.
Note: In Manage, conversion actions can be set up under Account Settings & Tools > Conversion Actions. Then, be sure to configure them in Campaign Settings & Tools > Conversions (screenshot below).
Step 3: Create rules for pixel to add users to the custom audience
In Account Settings & Tools, select Tracking Tags in the settings drawer menu.
Either edit an existing pixel or click + Create to configure one.
Under Rule Conditions, click + Condition to configure a rule.
Select an Audience, and select a Conversion Event to track.
Step #4: Add the custom audience to campaigns
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Select the Campaigns tab and then a programmatic campaign.
Go to Targeting under Campaign Actions near the top.
Select Custom Audiences in the settings drawer menu.
Click Link Audiences.
Check the box(es) for the audiences you want to link to the campaign.
Select Link in the blue bulk edit menu.
Note: In Blueprints, Custom Audiences now have a dedicated Custom Audience Targets field. Then, customers can find their custom audiences under the Account Tags by expanding the DSP Custom Audiences tag.
Creating contextual audiences and interest-based audiences
Creating contextual audiences and interest-based audiences
To tailor your marketing based on webpage content, keywords, and topics, follow these steps to set up and refine your audience targeting:
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Select the Campaigns tab and then a programmatic campaign.
Go to Targeting under Campaign Actions near the top.
Select Contextual Targets in the settings drawer menu.
Click + Add New and then Add New Targeting.
Name your target set, and select your desired DSP provider at the top.
Under Provider Targets, click open the various sections, and then select the + next to the desired targets.
Click OK.
Creating interest-based audiences (3rd party data)
Creating interest-based audiences (3rd party data)
To implement behavioral remarketing and reach users based on their previous interactions with websites or content, follow these steps to set up your audience targeting:
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Select the Campaigns tab and then a programmatic campaign.
Go to Targeting under Campaign Actions near the top.
Select Audiences in the settings drawer menu.
Click + Add New and then Add New Targeting.
Name your target set, and select your desired DSP provider at the top.
Use the search feature to narrow down your results, or click open the various sections and select the + next to the desired targets.
Click OK.