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. Categories are segments created by applying conditions to properties. For example, “Women in their 20s” is a category combining the conditions of age 20-29 and female gender. Targeting is a collection of related categories. The “Demographics” targeting includes categories like women in their 20s, men in their 20s, women in their 30s, and men in their 30s. Advertisers select the categories they want within the targeting. Category Groups are a feature that combines multiple categories into one. If you group women in their 20s and men in their 20s together, it becomes a single category called ”20s”. Grouped categories cannot be selected individually, and advertisers can only select the ”20s” group.

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Example: Demographics Targeting

Before Applying Category Groups Advertiser selection options: Women in their 20s, Men in their 20s, Women in their 30s, Men in their 30s After Applying Category Groups

• 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. Categories are segments created by combining specific context IDs. For example, the “Shoes” category can be configured to include context IDs such as shoes, sneakers, boots, etc. Targeting is a collection of related categories. The “Product Category” targeting includes categories like shoes, clothing, bags, and accessories. Category Groups are a feature that combines multiple categories into one. If you group clothing and accessories together, it becomes a single category called “Fashion Apparel”.

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Example: Commerce App Product Category Targeting

Before Applying Category Groups Advertiser selection options: Shoes, Clothing, Bags, Accessories After Applying Category Groups

• Fashion Apparel = Clothing + Accessories

Advertiser selection options: Shoes, Bags, Fashion Apparel

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Usage Scenarios

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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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Connecting Targeting to Ad Products

Set how to connect targeting when creating ad products.

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Visible Targeting

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

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Required Targeting

Targeting categories that advertisers must select. Can be designated from categories set as visible targeting. Required targeting has two settings: Include and Exclude.

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Precautions

• Cannot Use Audience and Context Targeting Simultaneously: Cannot apply both types to a single ad product.
• Multiple Targetings Within Same Type Allowed: When selecting multiple targetings, premium rates are cumulatively applied.
• Category Lock: Categories in use by live campaigns cannot be modified or deleted.
• Data Update Cycle: Targeting data is updated hourly.

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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