Programmatic campaigns allow for precise targeting based on demographics, behavior, location, and interests, ensuring ads reach the right audience.
Targeting tactics
Programmatic campaigns offer multiple targeting options to help you reach the right users. Each tactic allows you to apply specific strategies to customize your targeting.
Remarketing: Apply rules within a pixel to add users to a custom audience.
Audiences (Third Party Targeting): Create target sets based on available third party audiences including behavioral, demographic, interest, intent etc.
Contextual Targeting: Target ads based on the content of a webpage. Instead of data collected about the consumer, contextual targeting is a way to reach consumers using keywords or topics. Ad placements are determined by relevant keywords, topics, and the overall content of the page.
Digital Out-of-Home (DOOH) Venues: Digital advertising that appears outside the home, typically in areas accessible to the public.
Private Marketplace (PMP) Deals: Provides access to prepackaged deals where publishers and providers bundle high-quality ad inventory. Typically, these deals come at a higher CPM and ensure that the best ad placements on a website go to the highest bidder.
Domain Lists: Custom Site Lists, or Domain Lists, help ensure your ads are serving on desired sites or apps and generally come at a more efficient cost than private marketplace deals. Marketers often combine inventory types in a single campaign to best use the targeting options available.
Setting up targeting in Manage
Remarketing
Remarketing
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 DSP in the settings drawer menu.
Click + Create New DSP Audience, and select DSP Custom Audience.
Enter a Name and Description.
Click the field under User ID Type to open a dropdown menu. Choose how Fluency will track and deliver ads. Note: User ID Types can't be updated after the audience is saved. If you need a different one, create a new audience.
Helpful definitions:
Identifier for Advertising (IFA): A 32-character hexadecimal code unique to the consumer's OTT device.
Cookies (COOKIE_USER_ID): Small text files that store data, such as usernames and passwords, used to identify your computer when accessing a network.
Connected TV (SYNTHETIC_CTV_ID): 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.
Unknown: The specific user ID is either unavailable or not known.
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
Select the Type dropdown and select DSP Pixel Conversion.
Enter a Default Revenue amount.
Select Save.
Note: In Manage, conversion actions creation is started in Account Settings & Tools. Complete the setup 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.
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.
Custom audience targeting in Blueprints
Custom audiences have a dedicated Custom Audience Targets field. Find your custom audiences under the Account Tags by expanding the DSP Custom Audiences tag.
Contextual targeting
Contextual targeting
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions near the top.
Select Contextual Targets under DSP in the settings drawer menu.
Click + Add New and name your target set.
Use the search bar to find relevant segments.
Hover over a segment and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save Contextual Target.
Linking the audience
To link a contextual target to a campaign:
Click on the programmatic campaign you want to link.
Go to Targeting under Campaign Actions near the top.
Select Contextual Targets in the settings drawer menu.
Click + Add New and then Link Target Set From Library.
(Optional) To select an account contextual target, select Global Contextual Targets and make the change.
Select a contextual target from the list.
Click Link to Contextual Target.
Click Save.
Audiences (Third Party Targeting)
Audiences (Third Party Targeting)
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions near the top.
Select Audiences in the settings drawer menu.
Click + Add New and give your target set a Name.
Use the search bar to find the relevant segments.
Hover over a segment and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save Audience.
Linking the audience
To link an audience to a campaign:
Click on the programmatic campaign you want to link.
Go to Targeting under Campaign Actions near the top.
Select Audiences in the settings drawer menu.
Click + Add New and then Link Target Set From Library.
(Optional) To select an account audience, select Global Audiences and make the change.
Select an audience from the list.
Click Link to Audience.
Click Save.
Digital out-of-home (DOOH) venues
Digital out-of-home (DOOH) venues
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions near the top.
Select DOOH Venues in the settings drawer menu.
Click + Add New and name your DOOH venue.
Expand the venue categories or use the search bar to find the relevant venues.
Hover over a DOOH venue and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save DOOH Venue.
Note: The DOOH Venue option only appears if there is an existing DOOH campaign.
Linking the DOOH venue
To link an audience to a campaign:
Click on the DOOH campaign you want to link.
Go to Targeting under Campaign Actions near the top.
Select DOOH Venues in the settings drawer menu.
Click + Add New and then Link Target Set From Library.
(Optional) To select an account audience, select Global Audiences and make the change.
Select your DOOH venue from the list.
Click Link to DOOH Venue.
Click Save.
Private marketplace (PMP) deals
Private marketplace (PMP) deals
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions near the top.
Select PMP Deals in the settings drawer menu.
Click + Add New and name your PMP Deal.
Use the search bar to find the relevant deals.
Hover over a PMP deal and select + Include.
Click Save PMP Deal.
Linking the PMP deal
To link the a PMP deal to a campaign:
Click on the programmatic campaign you want to link to your new PMP deal.
Go to Targeting under Campaign Actions near the top.
Select PMP Deals in the settings drawer menu.
Click + Add New and then Link Target Set From Library.
(Optional) To select an account PMP deal, select Global PMP Deals and make the change.
Select your PMP deal from the list.
Click Link to PMP Deal.
Click Save.
Domain lists
Domain lists
Domain lists are set up as data sources. To set up a new domain list data source in Manage:
Go to Manage (globe icon) in the left menu.
Select Accounts.
Click on an account from the list.
Go to Targeting under Account Actions near the top.
Select Domain Lists in the settings drawer menu.
Click + Add New and enter a Name. Note: The data source column header must be includedDomains or excludedDomains.
Enter a Data Location.
Click Save.
Linking the domain list
To link the domain list you just created to a campaign, follow these steps:
Click on the programmatic campaign you want to link to your new domain list.
Go to Targeting under Campaign Actions near the top.
Select Domain Lists in the settings drawer menu.
Under Positive Targeting or Negative Targeting, click None and select the domain list you created in the account's targeting settings.
Click Save Domain Lists.
Creating targeting globally
Contextual target sets
Contextual target sets
Go to Manage (globe icon) in the left menu.
Select Target Sets under Manage Tools. Contextual Targets is the default.
Click + Add New.
Enter a Name for your contextual audience.
Use the search bar to find the relevant segments.
Hover over a segment and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save Contextual Target.
Note: After creating your global contextual target set, link it to a campaign in Manage or add it to your Blueprint.
Audience target sets
Audience target sets
Go to Manage (globe icon) in the left menu.
Select Target Sets.
Select Audiences from the list on the left.
Click + Add New.
Enter a Name for your audience.
Use the search bar to find the relevant segments.
Hover over a segment and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save Audience.
Note: After creating your global contextual target set, link it to a campaign in Manage or add it to your Blueprint.
PMP deals
PMP deals
Go to Manage (globe icon) in the left menu.
Select Target Sets.
Select PMP Deals from the list on the left.
Click + Add New.
Enter a Name for your PMP deal.
Use the search bar to find the relevant segments.
Hover over a segment and select + Include.
Click Save PMP Deal.
Note: After creating your PMP deal, link it to a campaign in Manage or add it to your Blueprint.
DOOH venues
DOOH venues
Go to Manage (globe icon) in the left menu.
Select Target Sets.
Select DOOH Venues from the list on the left.
Click + Add New.
Enter a Name for your DOOH venue.
Use the search bar to find the relevant segments or select them from the dropdowns.
Hover over a segment and select + Include or Exclude. Note: When you select Include, choose either Include or Strict Include.
Click Save DOOH Venue.
Note: After creating your DOOH venue, link it to a campaign in Manage or include it in your Blueprint.