Dynamic Targeting

Koddi's industry-leading privacy-first targeting framework is a robust tool for marketplaces to open their first-party data to advertisers in a flexible, efficient and, most importantly, safe way. This targeting tool gives publishers the opportunity to use their unique data sources to provide a distinct competitive advantage, and gives advertisers the ability to more finely define their campaign.

A target is the thing the entity (product) is being targeted to. It is generally a biddable characteristic:

Why It Matters

Effective advertising centers on getting to the right person with the right message at the right time. Until now, the first pillar of the ‘right person’ has been difficult to achieve without tapping into first-party data. This is an enormous opportunity, as rich consumer data is arguably a marketplace’s most valuable asset – and with the depreciation of third-party cookies, that data is becoming even more valuable.

Targeting is certainly not new in advertising. Audience targeting has been the foundation of display programs for many years. The existing targeting capabilities used by most ad platform providers is based upon the ever-eroding foundation of third-party cookies and networks. As a result, the configuration of audiences for an individual marketplace has been inaccurate and limited at best.

While audiences (i.e., groups defined by their personal characteristics) are important targeting factors, there are others as well. For example, in travel ad programs an important consideration is whether the trip being planned is for next week, next month, or next year. Being able to target based on this dimension can be valuable to advertisers. In retail programs, whether or not there are already products in the shopping cart could be an important targeting dimension.

Advertisers think in terms of products and audiences. Koddi Ads now provides an extremely robust and flexible targeting system that enables advertisers to optimize media using these primary object types. The result is a more powerful and simple advertising system that makes marketplaces and their suppliers more money – with a significantly more streamlined strategy than the manual and cumbersome keyword approach of the past.

Privacy First and Always

Koddi Ads dynamic targeting is architected to be 100% privacy-first. It can be easily implemented in a secure and GDPR/CCPA-compliant fashion. For consumers, the upsides of privacy, transparency, and control are clear wins. For advertisers, the benefits of increased accuracy, transparency, and power are unparalleled.

You 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.

As you can see above, multiple audiences and targeting parameters can be stacked onto a single campaign. These new specific targeting capabilities are nearly limitless in terms of possibilities, allowing marketplaces to adapt their parameters over time, based on performance and advertiser feedback.

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) such as Segment, Tealium, Bloomreach, or Amperity (to name a few).

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