What is Targeting?

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What is Targeting?

Targeting is a feature that allows ads to be displayed only to specific users or on specific content. For example, you can show baby product ads only to parents in their 20s and 30s, or show sports brand ads only on sports article pages. Through targeting, advertisers can precisely reach their desired customers, and publishers can create premium ad products by leveraging their data.

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Why is Targeting Important?

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It’s Time to Monetize Your Data

The data that publishers possess is a valuable asset in itself. You can increase advertising revenue by turning existing data such as member information, behavioral data, and content classification into targeting products.

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The Difference Targeting Makes

Selling Without Targeting:

• All ads are sold at the same CPM.
• Advertisers don’t know if they reached their desired customers.
• The value of the publisher’s data is not reflected in pricing.

Leveraging Targeting:

• Apply premium rates to premium audiences for higher pricing.
• Provide advertisers with clear targeting options to improve ad effectiveness.
• Turn your data into differentiated ad products to gain competitive advantage.

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Real-World Examples

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Audience Targeting

Display ads to specific users based on user attribute data.

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Data Source

Uses User Properties. Basic fields such as country, language, gender, and age are provided, and publishers can add custom fields as needed.

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Hierarchy Structure

Targeting is created in the following order. Properties are source data such as age, gender, interests, region of residence, and membership tier. Targeting options are segments created by applying conditions to properties. For example, “Women in their 20s” is a targeting option combining the conditions of age 20-29 and female gender. Targeting is a collection of related targeting options. The “Demographics” targeting includes targeting options like women in their 20s, men in their 20s, women in their 30s, and men in their 30s. Advertisers select the options they want within the targeting. Combining into one option is a feature that combines multiple targeting options into one. If you combine women in their 20s and men in their 20s, it becomes a single targeting option called ”20s”. Combined options cannot be selected individually, and advertisers can only select the ”20s” option.

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Example: Demographics Targeting

Before combining into one option Advertiser selection options: Women in their 20s, Men in their 20s, Women in their 30s, Men in their 30s After combining into one option

• 20s = Women in their 20s + Men in their 20s
• 30s = Women in their 30s + Men in their 30s

Advertiser selection options: 20s, 30s

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Usage Scenarios

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Context Targeting

Display ads on specific pages or content based on content attributes.

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Data Source

Uses Context ID passed during ad requests. Context ID is a value representing the context of the page the user is currently viewing, defined by the publisher and passed through the SDK. For example, if a user is viewing a sneaker product page in a commerce app, you can pass a context ID like “shoes” or “sports_shoes”.

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Hierarchy Structure

Targeting is created in the following order. Context is page context information defined by the publisher. You can freely define product categories, search keywords, page types, etc. Targeting options are segments created by combining specific context IDs. For example, the “Shoes” targeting option can be configured to include context IDs such as shoes, sneakers, boots, etc. Targeting is a collection of related targeting options. The “Product Category” targeting includes options like shoes, clothing, bags, and accessories. Combining into one option is a feature that combines multiple targeting options into one. If you combine clothing and accessories into one option, it becomes a single option called “Fashion Apparel”.

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Example: Commerce App Product Category Targeting

Before combining into one option Advertiser selection options: Shoes, Clothing, Bags, Accessories After combining into one option

• Fashion Apparel = Clothing + Accessories

Advertiser selection options: Shoes, Bags, Fashion Apparel

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Usage Scenarios

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Connecting Targeting to Ad Products

Set how to connect targeting when creating ad products.

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Visible Targeting

Targeting options that advertisers can select during campaign booking. Only options selected here are visible to advertisers. Example: If you set only 20s and 30s as visible targeting from the “Demographics” targeting options of 20s, 30s, and 40s, advertisers can only select 20s and 30s.

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Required Targeting

Targeting options that advertisers must select. Required targeting has two settings: Include and Exclude.

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Premium Rate Setting

You can apply premium pricing to specific targets. When an advertiser selects that targeting, a premium rate is added to the base price. Example: Base price 10,000 won, 20% premium rate → 12,000 won

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Precautions

• Impact of modifying active targeting: Changes to targeting are immediately reflected in live campaigns, which may affect performance.
• Impact of modifying targeting included in products: Targeting settings may be affected, so you must recheck the targeting settings of the product.
• Audience size update delay: The audience size of modified targeting is reflected up to 1 hour later.

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Table of Contents

1. ⚡ Quickstart: Selling Your First Targeting
2. Creating Audience Targeting
3. Creating Context Targeting
4. Selling Targeting
5. Managing Targeting
6. Category Rules Detailed Guide

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FAQ