Audience targeting (Equativ Data Marketplace)

Access

To use Audience targeting, you need to sign a contract for Equativ’s Data Marketplace component - get back to your sales representative to use it.

How it works

• the integrated providers synchronize the audience segments of the users with Equativ using a unique user id stored in a Equativ cookie (web) or a device id (apps)
• as an Equativ customer, you can browse the entire audience segments catalogue in the Equativ platform and target your deals or insertions to one or multiple segments connected with each other by the operator OR or AND
• as you browse the segment catalogue you will see the segment description, the provider name, the targeting costs for the usage of the given segment and an estimation of available impressions 
• the UI displays the complete targeting costs (CPM based fee for usage of the targeting service) in real time as you build your targeting phrase
• with Equativ’s reporting, you can evaluate audience targeting performance and get reports on the associated costs

Provider list

Equativ works with the following audience targeting providers:

• Audigent
• Navegg
• Nielsen
• OnAudience
• OS Data Solution
• Sirdata
• Weborama
• Zeotap

Targeting audience segments

Targeting deals to audience segments

To create a deal with audience targeting

• go to Campaigns > Deals and click “+”.
• select either the deal type Preferred deal or Private auction (more on deal types here)
• scroll down to the Audience Segments section

Targeting insertions to audience segments

To target a direct or RTB insertion to audience segments, go to the Audience section in the Targeting section of the insertion and click on Add audience segments.

Searching or browsing catalogue

To find appropriate segments, either enter a search term or browse the catalogue.



The tree is organized by provider. For each segment, you will find:

• the Segment name
• the Avails/day (reach) of the segment: an estimation of how many impressions you can serve per day for the given segment. The number applies to the given segment only. Other targeting criteria selected in your insertion are not taken into account. The Avails/day number is calculated based on:
  • the average impressions per day over the last 30 days in your network
  • the impression history of the selected sites/pages/format, if you have selected at least one site/page but no packs in the Placement section of the insertion
  • the impression history of the format only, if you have selected at least one pack or if you have selected no site/page/pack in the Placement section of your insertion
• the Fee in your network's currency, i.e. the targeting costs you will pay for the targeting of this segment (more details below, in chapter “Targeting costs”)

Adding multiple segments

Once you have selected the appropriate segments, they are displayed in the list. By default, all segments are connected with the OR operator. To connect them with AND, simply click on the OR button.



Switching an OR operator to AND means that the targeting phrase will fall into two groups: all segments above/beneath the AND operator become a group of OR-connected segments. 
  You can also use the drag and drop feature to move a selected segment to another group of OR-connected segments. 
 

Exclude option

You can also exclude selected segments to avoid displaying the insertion to users that don’t match your targeting. To do so, switch the toggle button next to the segment.



 

Targeting costs

About targeting costs

Targeting to audience segments comes with additional, CPM-based targeting costs. In case of audience targeting in deals, the targeting costs are paid by the buyer: Equativ will build the sum of the media price (initial floor price of the deal) and the targeting costs (the cost of each segment is defined by the provider, see below) and send this sum as the floor price to the buyer in the bid requests.
 

Targeting costs calculation - single provider

Each provider defines the cost of their segments. If you are using data from a single provider (e. g. Nielsen data only), the targeting costs are always the highest CPM among all the targeted segments. The amount of segments is irrelevant: the most expensive segment determines the overall targeting costs.
 

Targeting costs calculation - multiple providers

Each provider defines the cost of their segments.
If you are targeting segments from multiple providers, the total targeting costs are calculated in 2 steps:

• Step 1: For each provider, the highest CPM of all the segments of the given provider is determined; this step works exactly as described above in “Targeting costs calculation - single provider”
• Step 2: All the values from step 1. are added up; this sum includes the total targeting costs for the audience targeting

Targeting costs in insertions

The total targeting costs in insertions are shown on the top right side of the "Audience section ("Total CPM" ).


 

Targeting costs displayed at top of deal

• ① Media price - the price for the deal itself
• ② Targeting costs - total costs for targeting
• ③ Total price - the sum of the Media price and the Targeting costs

 

Targeting costs displayed in deal list

The deal list displays

• the Media price - the price for the deal itself
• the Total price - the sum of the Media price and the targeting costs

 

Changes of targeting costs

Targeting costs may change over the deal/insertion lifetime (e. g. the provider changes the price for the segments(s) or the currency exchange rate changes). Equativ will always apply the costs displayed at the moment you save your deal/insertion.
When you enter an existing deal/insertion and the price has changed since the last saving, a warning will be displayed: “Warning: The previous targeting costs of … [currency] have changed since the last time you saved the deal/insertion.”
Saving the deal/insertion again will apply the new targeting costs.


 

Reporting

To generate reports for audience targeting, go to Reports > Create a report.

Reporting reach vs. costs

In the calculation of audience targeting costs, the highest price of all segments (of the same provider) determines the total price of the targeting. This the case, even if the user did not match with the segment which determined the price. Therefore, Equativ differentiates two groups of dimensions:

• segments the user actually matched with (for the calculation of reach)
• segments involved in the billing such as "Billed Audience Segment Id" (for the calculation of costs)

Accordingly, the dimensions Audience Segment Id/Name/Provider Id/Provider Name cannot be combined with:

• the dimensions Billed Audience Segment Id/Name/Provider Id/Provider Name
• the metrics RTB+ Audience Segment eCPM, Audience Segment eCPM, RTB+ Audience Segment Cost, Audience Segment Cost

 

Report dimensions related to audience segments

 

Dimension name in UI	Dimension name in API	Dimension Description
Audience Segment Id	AudienceSegmentId	the identifier of the audience segment when the user matched with the segment
Audience Segment Name	AudienceSegmentName	the name of the audience segment when the user matched with the segment
Audience Segment Provider Id	AudienceSegmentProviderId	the identifier of the segment provider when the user matched with the segment
Audience Segment Provider Name	AudienceSegmentProviderName	the name of the segment provider when the user matched with the segment

 

Report dimensions related to audience segment billing

These report dimensions are used to calculate the targeting costs (see chapter “Reporting reach vs. costs” above)

Dimension name in UI	Dimension name in API	Dimension Description
Billed Audience Segment Id	BilledAudienceSegmentId	the identifier of the audience segment when the segment is involved in the audience targeting costs
Billed Audience Segment Name	BilledAudienceSegmentName	the name of the audience segment when the segment is involved in the audience targeting costs
Billed Audience Segment Provider Id	BilledAudienceSegmentProviderId	the identifier of the segment provider when the segment is involved in the audience targeting costs
Billed Audience Segment Provider Name	BilledAudienceSegmentProviderName	the name of the segment provider when the segment is involved in the audience targeting costs
Billed Audience Segment CPM	BilledAudienceSegmentNetworkCpmNetworkCurrency	the CPM of the audience segment in the publisher’s currency on Direct or RTB impressions; this dimension is an attribute of the Billed Audience Segment

 

Report metrics

Metric name in UI	Metric name in API	Metric Description
RTB+ Audience Segment eCPM	RtbAudienceSegmentNetwork AverageCpmNetworkCurrency	the average CPM of the audience segment in the publisher’s currency on RTB impressions;
Audience Segment eCPM	AudienceSegmentNetwork AverageCpmNetworkCurrency	the average CPM of the audience segment in the publisher’s currency on Direct + RTB impressions;
RTB+ Audience Segment Cost	RtbAudienceSegmentNetwork CostNetworkCurrency	the cost of the audience segment in the publisher’s currency on RTB impressions
Audience Segment Cost	AudienceSegmentNetwork CostNetworkCurrency	the cost of the audience segment in the publisher’s currency on Direct + RTB+ impressions