We believe that advertisers should have the most powerful tools at their disposal, and targeting capabilities are a very important component of those tools. That’s why we are excited to announce several new features that allow for more accurate targeting and campaign control.
Page Position Targeting
Some of our advertisers have requested that they be able to run their campaigns on specific page positions (e.g., above the fold, below the fold, etc.) right from the beginning of a campaign. Up until now, this has only been possible by first starting a campaign, and setting any unwanted placements to “offline”. With this new feature, you can now target the page position of your ads during the campaign creation process.
Keep in mind that many placements are NOT classified as either “above the fold” or “below the fold”, but rather “unknown”. You will notice that the “Include unknown page positions” check box is checked by default. This is because we strongly believe that by excluding unknown page positions, you will drastically reduce the reach of your campaign and miss out on potentially valuable traffic. The percentage of “unknown” placements in the system is roughly 25-35%, so it will certainly reduce your reach if you choose to exclude “unknown” page positions.
Network Targeting
When running a run-of-network (RON) campaign in the past, it would run across all of the ad exchanges (networks).
From the “Traffic Sources” tab in the Campaign Editor, it’s now possible to create RON campaigns on specific networks of your choice.
Contextual Language Targeting
Language targeting has been a highly sought after feature for a while now. From the “Contextual Targeting” tab in the Campaign Editor, you can now run your campaign only on pages that meet your language requirements.
Available languages to target include: English, Dutch, French, German, Italian, Russian, Polish, Portuguese, and Spanish.
Advanced User Agent Targeting
This is a very interesting feature and not for the faint of heart! For some of our more advanced users, we’ve added the ability to target by custom User Agent string. This feature can be found in the “Device Targeting” tab in the Campaign Editor.
One example of a custom user agent could be: %2.3 Nexus S% which would target a specific version of a particular mobile handset.
There is loads of potential with this feature. With a little creativity and research, one could come up with dozens of novel targeting combinations.
Budget Pacing
Many of our new users are often surprised at how quickly the platform can deliver traffic and deplete their budgets. For that reason, we’ve invested a lot of effort into creating a pacing feature that spends budgets more evenly. We are very excited to announce the new Budget Pacing feature. This feature can be found in the “Campaign Basics” tab of the Campaign Editor. It only works when there is a Daily Budget defined for a campaign.
Keep in mind that this is not exactly “Even Delivery” (as it’s commonly known) – but it’s close. Even Delivery can really only be done on a guaranteed basis directly from the publisher, and since RTB is a non-guaranteed auction by design, we had to be clever about figuring it out.
Domain Whitelisting/Blacklisting
For a small portion of sites in our Site List, traffic is actually served from multiple domains. For example: “Gannett Bundle” actually serves ads from multiple domains in their network, such as:
- thejournalnews.com
- tusconcitizen.com
- floridatoday.com
- etc.
Also, some advertisers have specific domains that they are mandated to absolutely blacklist (or whitelist.)
For these reasons, we’ve created the ability to whitelist or blacklist the domains of your choosing. With Whitelisting, it allows you to create run-of-network campaigns that target specific domains across any site in the system that matches. With Blacklisting, you can manage your own lists of “bad” domains that can be specifically excluded from all of your campaigns.
To explore the changes yourself, log in to your SiteScout RTB account. If you have any questions or feedback about this update, feel free to leave them below in the comments.
There is much more on the horizon here at SiteScout. Stay tuned for more updates!
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