Dynamic Targeting

Koddi’s dynamic targeting framework provides advertisers with multiple ways to refine their campaigns and reach the most relevant audience. The system supports product-based, inventory-based, audience-driven, contextual, and keyword targeting, each designed to optimize engagement and drive performance.

A Note on Keywords

Advertisers think in terms of products, audiences, and intent - and Koddi’s targeting system is designed to support this reality. Instead of relying solely on manual keyword-based strategies, Koddi Ads enhances keyword targeting with AI-driven automation, first-party data, and contextual intelligence. This creates a flexible, privacy-first, and high-performing targeting framework.

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Koddi fully supports keyword targeting.

We see the most success when keyword targeting is used as part of a broader targeting strategy, ensuring advertisers can leverage both manual and automated approaches to maximize campaign performance.

Targeting Methods

Koddi supports multiple targeting methods, ensuring advertisers can reach the right audience at the right time with precision and efficiency.

Entity/Product-Based Targeting

• What it is: Targets a specific entity/product or any characteristic of that entity/product that advertisers want to promote.
• How it works: Advertisers bid on placements for individual products, ensuring they appear in relevant search results, category pages, or recommendation widgets.
• Example: A travel marketplace promotes luxury hotels in New York when a user searches for “5-star hotels.”

Ad Inventory-Based Targeting

• What it is: Optimizes ad placements based on available advertising inventory within a publisher’s network.
• How it works: Advertisers bid dynamically, ensuring their ads are placed in the most valuable and high-visibility ad slots based on demand and competition.
• Example: An advertiser bids higher to secure a premium slot on a high-traffic shopping site.

Audience-Driven Targeting

• What it is: Uses first-party data, lookalike audiences, and behavioral insights to refine ad targeting.
• How it works: Advertisers can segment customers based on demographics, browsing history, purchase behavior, or engagement levels (generally via a CDP integration).
• Example: A high-value shopper who purchased premium beauty products gets personalized skincare recommendations.

Contextual Targeting

• What it is: Places ads within relevant content environments, without relying on user-specific data.
• How it works: Page content, categories, and context to match ads with the most relevant placements.
• Example: A user buying a flight is shown a travel insurance ad.

Keyword Targeting

• What it is: Ads are triggered by specific keywords that users search for or appear in page content.
• How it works: Advertisers bid on relevant keywords, ensuring their ads are displayed when those terms are searched or mentioned in content.
• Example: A running shoes advertiser targets the keyword “running shoes” to ensure their products appear in searches for running shoes.

Publishers/Retailers Have Full Control

What makes this tool unique is that targeting is fully configurable within Koddi Ads dynamic targeting builder.

Control Over the Audience
Marketplaces have full control over the cohorts that are available to target. The number of audience segments that can be created is limitless and includes characteristics such as text, numerical or date operations. Marketplaces will also control how targeting is displayed in the UI, on reporting and on the front end.

Control Over the Targeting Parameters
Marketplaces can control how advertisers interact with any targeting parameters. They can allow for dimensions to be used as Exact Match, Multipliers, or Boosts, and disable options that are contrary to program strategy.

Exact Match
Allows the user to define the specific audience that this ad group is eligible for. Auctions that don’t meet these criteria won’t be considered for the ad group.

Bid Boost
Increases the bid amount on specific targeting characteristics by a set amount, without reducing overall eligibility. For auctions that don’t meet the configured criteria, the base bid will be used.

Bid Multiplier
Increases or decreases the bid amount on specific targeting characteristics by a defined multiple, without reducing overall eligibility. For auctions that don’t meet the configured criteria, the base bid will be used.

Control Over What is Shared With Suppliers
Suppliers can bid on targeting characteristics, but not how the targeting is applied in an auction. Suppliers can see campaign results (to help them understand performance and further refine campaigns), but that is it.

Control Over What is Shared With Koddi
We are privacy-first, always. So marketplaces have full control over what is being passed to Koddi in their API call. The execution of the targeting (audience to individual) is owned exclusively by the publisher (with whom the individual has chosen to share data). Confidentiality around your users’ characteristics is maintained.

Once set up, advertisers will be able to login to the UI and configure targeting on the ad group page.

Configuration Steps

1. You can configure buying options directly on the Koddi UI, under Admin Tools / Targeting Configuration / Create Configuration.
2. Add audience details to targeting block on the winning ads call – you easily implement run-time parameters in the Koddi API from your e-commerce or third-party customer data platforms (CDPs).

{
  ...
  },
  "targeting": {
    "device_type": "Desktop",
    "user_region": "US West",
    "new_customer": 0,
    "has_children": 1
  }
}