Categories vs Targets

The Koddi platform is highly configurable, meaning you can set up categories and targets to meet your business objectives. Below is Koddi's general guidance.

Categories

A category is generally a feature of the entity/product itself, such as brand. It is used for filtering, and is generally NOT a biddable characteristic.

Use cases for categories include, but are not limited to:
–Product hierarchies
–Product features you want to act as relevancy filters versus biddable elements

Categories are passed to Koddi in two places:
–Regularly In the Inventory Feeds – so that Koddi knows what features a product has.
–In real time in the winning ads call – so that Koddi can filter an auction result to those categories.

Targeting

A targeted ad is an advertisement that is served to a target, i.e., an audience with specific affinity, user behavior or demographic. E.g., a new shopper, a shopper searching a specific category of products...

Targets can be configured by publishers in the Koddi Ads admin UI, and by advertisers directly on the Ad Group.

Targets are passed to Koddi in real time in the winning ads call – so that Koddi can use the targets to achieve the optimal auction outcome.

The In-between Use Cases

We sometimes see use cases where a feature of the entity/product itself is something that needs to be biddable. In these cases, these features can be set up as targets and categories. Your Koddi team can help advise on these use cases.