Overview
With Equativ’s contextual (semantic) targeting you can target contextual segments in deals and insertions. You can target third party segments as well as segments provided by Equativ.
Contextual targeting is part of Equativ’s Data Marketplace offer - along with
Audience targeting.
Access
To use contextual targeting, you need to sign a contract for Equativ's Data Marketplace product - get back to your sales representative to use it.
How contextual classification works
To build contextual segments, Equativ
classifies web pages as follows:
- the ad tags integrated on the publisher’s websites, request an ad from Equativ's system
- from the ad requests, Equativ retrieves the web page URL and downloads the page
- Equativ extracts the main content (ads, header, footer etc. are removed)
- Equativ runs the Natural Language Processing algorithm (see chapter "Supported languages" below)
- Equativ determines and assigns the content to the most relevant segments
Supported languages
At this time, Equativ's classification algorithm is able to classify content in the languages:
Afrikaans (af), Albanian (sq), Amharic (am), Arabic (ar), Armenian (hy), Assamese (as), Azerbaijani (az), Basque (eu), Belarusian (be), Bengali (bn), Bosnian (bs), Bulgarian (bg), Burmese (my), Catalan (ca), Cebuano (ceb), Chinese (zh), Corsican (co), Croatian (hr), Czech (cs), Danish (da), Dutch (nl), English (en), Esperanto (eo), Estonian (et), Finnish (fi), French (fr), Frisian (fy), Galician (gl), Georgian (ka), German (de), Greek (el), Gujarati (gu), Haitian_creole (ht), Hausa (ha), Hawaiian (haw), Hebrew (he), Hindi (hi), Hmong (hmn), Hungarian (hu), Icelandic (is), Igbo (ig), Indonesian (id), Irish (ga), Italian (it), Japanese (ja), Javanese (jv), Kannada (kn), Kazakh (kk), Khmer (km), Kinyarwanda (rw), Korean (ko), Kurdish (ku), Kyrgyz (ky), Laothian (lo), Latin (la), Latvian (lv), Lithuanian (lt), Luxembourgish (lb), Macedonian (mk), Malagasy (mg), Malay (ms), Malayalam (ml), Maltese (mt), Maori (mi), Marathi (mr), Mongolian (mn), Nepali (ne), Norwegian (no), Nyanja (ny), Oriya (or), Persian (fa), Polish (pl), Portuguese (pt), Punjabi (pa), Romanian (ro), Russian (ru), Samoan (sm), Scots_gaelic (gd), Serbian (sr), Sesotho (st), Shona (sn), Sinhalese (si), Slovak (sk), Slovenian (sl), Somali (so), Spanish (es), Sundanese (su), Swahili (sw), Swedish (sv), Tagalog (tl), Tajik (tg), Tamil (ta), Tatar (tt), Telugu (te), Thai (th), Tibetan (bo), Turkish (tr), Turkmen (tk), Uighur (ug), Ukrainian (uk), Urdu (ur), Uzbek (uz), Vietnamese (vi), Welsh (cy), Wolof (wo), Xhosa (xh), Yiddish (yi), Yoruba (yo), Zul (zu),
Targeting contextual segments in deals
To target a contextual segment in a deal:
- go to Campaigns > Deals and click “+”.
- select from the deal types Preferred deal or Private auction (more on deal types here)
- scroll down to the Semantic contextual section
The segment selection and the available operators are similar to the contextual targeting in insertions - read the next chapter below.
Targeting contextual segments in insertions
Important warnings
Never set contextual targeting in RTB insertions used for open auctions (i. e. RTB insertions which are not connected to a deal); you would pay the targeting costs to Equativ for the targeting but offer your impressions on a low-CPM market (open auctions); you probably even lose money if the eCPM achieved through open auctions is lower than the targeting costs you pay for the targeting.
In RTB insertions connected with deals, always set your contextual targeting only on deal level - except for guaranteed deals: for these, you must set the contextual targeting in the connected RTB insertion.
Segment selection
To select the segments you want to target:
- create a direct or RTB insertion
- go to the Targeting section
- expand Contextual
- click + Add contextual segments
The segment tree displays both third party segments as well as segments provided by Equativ. Note that Custom segments are available as a managed service on demand - get back to your service contact at Equativ.
The Fee indicates the targeting costs (CPM) you will be charged for targeting your deal/insertion to this segment (more details below in chapter “Targeting costs”).
The
Avails/day are an estimation of how many impressions per day you can serve for the given segment; the number is based on the average impressions per day served for the given contextual segment over the last 7 days in your network; note that this value is only for the given segment and does not take into account the other targeting criteria selected in your deal/insertion.
Operators
By default, segments are connected with OR. Click on the OR label to change it to AND.
You can also drag and drop a segment to another group of OR-connected segments.
Warning
“AND”-combinations can lead to highly restrictive targeting. This may strongly reduce the reach of the deal. Use with caution!
Use the exclude toggle on the right to exclude a segment.
Some brand safety segments must be excluded (using the Exclude toggle) to ensure brand safe context. Check the description of the segments to see if they should be included or excluded.
Targeting costs
About targeting costs
Targeting contextual segments comes with additional, CPM-based targeting costs.
In case of contextual 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 and send this sum as the floor price to the buyer in the bid requests.
Note
If you use Equativ's Holistic offer (Header Bidding, RTB and direct campaigns), deals with contextual targeting will enter the competition with the media price only. The targeting costs are not included when the deal with contextual targeting competes with other demand sources because the targeting costs will be retained by Equativ.
Targeting costs calculation
Each segment type (Standard, Language etc.) comes with a CPM based price. The
total costs to be paid correspond to the highest segment price among all the targeted segments - no matter the number or type of segments you are targeting.
Changes of targeting costs
Targeting costs may change over the deal/insertion lifetime but 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.
Targeting costs displayed at top of deal
- Media price - the price for the deal itself
- Vendor cost - irrelevant for contextual segment targeting; the vendor cost only applies to Audience targeting
- Targeting cost - the total Data Marketplace targeting costs (audience and contextual targeting costs)
- Total price - the sum of the Media price and the Targeting costs (to be paid by the buyer)
Targeting costs displayed in insertions
The total targeting costs is shown in red, next to
Contextual.
Targeting costs in combination with audience targeting
You can combine contextual targeting with
Audience targeting. Targeting costs for each targeting type will be calculated separately and then added up.
Reporting
To generate reports for contextual targeting, go to
Reports >
Create a report.
Keep in mind
Most segments are not mutually exclusive: the same page can match with multiple segments. Due to these overlaps, looking at the sum of the impressions of multiple segments is not meaningful. Equativ cannot provide deduplicated results.
The dimensions (report columns) are available even if you did not actively set any contextual targeting; signing up for Equativ's contextual targeting is sufficient to get the data
Reporting reach vs. costs
In the calculation of contextual targeting costs, the highest price among all segments determines the total price of the targeting. This is the case, even if the page did not match with the segment which determined the price. Therefore, Equativ differentiates two groups of dimensions:
- segments the page actually matched with (for the calculation of reach)
- segments involved in the billing such as "Billed Semantic Segment Id" (for the calculation of costs)
Accordingly, the dimensions Semantic Segment Id/Name/Provider Id/Provider Name
cannot be combined with:
- the dimensions Billed Semantic Segment Id/Name/Provider Id/Provider Name
- the metrics RTB+ Semantic Segment eCPM, Semantic Segment eCPM, RTB+ Semantic Segment Cost, Semantic Segment Cost
Report dimensions related to contextual segments
Note 1
These report dimensions are used to calculate the reach (see chapter “Reporting reach vs. costs” above.)
Note 2
If you filter Semantic Segment Id, Semantic Segment Name, Semantic Segment Provider Id or Semantic Segment Provider Name, the filtered items will be connected with AND (not OR): the metrics in the report will apply to all of the filtered items. If you need data for single segments, either filter only one segment or do not apply any filter at all.
| Dimension name in UI | Dimension name in API | Dimension Description |
|---|
| Semantic Segment Id | SemanticSegmentId | the identifier of the contextual segment when the page matched with the segment |
| Semantic Segment Name | SemanticSegmentName | the name of the contextual segment when the page matched with the segment |
Semantic Segment Provider
Id | SemanticSegmentProviderId | the identifier of the segment provider when the page matched with the segment |
| Semantic Segment Provider Name | SemanticSegmentProviderName | the name of the segment provider when the page matched with the segment |
Report dimensions related to contextual 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 Semantic Segment Id | BilledSemanticSegmentId | the Identifier of the contextual segment when the segment is involved in the contextual targeting costs |
| Billed Semantic Segment Name | BilledSemanticSegmentName | the name of the contextual segment when the segment is involved in the contextual targeting costs |
| Billed Semantic Segment Provider Id | BilledSemanticSegmentProviderId | the identifier of the segment provider when the segment is involved in the contextual targeting costs |
| Billed Semantic Segment Provider Name | BilledSemanticSegmentProviderName | the name of the segment provider when the segment is involved in the contextual targeting costs |
| Semantic Segment CPM | BilledSemanticSegmentNetworkCpmNetworkCurrency | the CPM of the contextual segment in the publisher’s currency on Direct or RTB impressions; this dimension is an attribute of the Billed Semantic Segment |
Report metrics
Note: All metrics in contextual targeting reports are related to costs (see chapter “Reporting reach vs. costs” above.)
| Metric name in UI | Metric name in API | Metric Description |
|---|
| RTB+ Semantic Segment eCPM | RtbSemanticSegmentNetworkAverageCpmNetworkCurrency | the average CPM of the contextual segment in the publisher’s currency on RTB impressions |
| Semantic Segment eCPM | SemanticSegmentNetworkAverageCpmNetworkCurrency | the average CPM of the contextual segment in the publisher’s currency on Direct + RTB impressions |
| RTB+ Semantic Segment Cost | RtbSemanticSegmentNetworkCostNetworkCurrency | the costs of the contextual segment in the publisher’s currency on RTB impressions |
| Semantic Segment Cost | SemanticSegmentNetworkCostNetworkCurrency | the costs of the contextual segment in the publisher’s currency on Direct + RTB impressions |
