Dynamic Targeting

Reaching the right audience at the right time has always been a key component of a successful ad campaign. Until now, advertisers have had to rely on the use of third-party cookies in order to effectively reach their intended audience. While effective, the use of third-party cookies still gave publishers limited control and reach, and compromised the privacy and online security of users.

As consumers begin to prioritize their online privacy and security, advertisers can no longer rely on third-party cookies to effectively advertise. In response, Koddi has designed a new method to target online consumers even more precisely than third-party cookies ever could. Introducing Koddi Ads‘ newest feature: dynamic targeting.

What is Dynamic Targeting?

Dynamic targeting is an innovative new feature that allows publishers to segment relevant audiences that are specific to their marketplace. Advertisers can then target their audience, ensuring that their ads are being shown to the most-likely-to-convert customers.

Marketplaces have full control over the cohorts that are available to target, and 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

Read more about targeting and how to configure it from the marketplace perspective here.

How Does It Work?

Using dynamic targeting is simple:

• Publishers relay their desired target segments to Koddi.
• From there, a Koddi program manager will set up their target segments within the platform.
• Advertisers can then select and combine the target segments of their choice to maximize their bid strategy.

How Do You Benefit From Implementing Dynamic Targeting?

Publishers can now use their own first-party data, giving them access to more advanced performance reporting and precise targeting capabilities. This allows for the ability to easily create audience segments tailored to their advertisers based on their consumer data, all while remaining completely free of third-party cookies and GDPR- and CCPA-compliant. This not only provides consumers with increased online security and privacy, but it also creates clear benefits for advertisers as well, increasing their transparency, targeting capabilities, and accuracy.

In addition, dynamic targeting can increase advertisers’ target reach and ensure their spending is effective and successful by utilizing the unique target segments created for them. Advertisers can combine several audience segments at once, refining targeting strategy even further. This ensures they are reaching exactly the right target, at the right time.

The potential use cases of dynamic targeting are vast, giving various industries – such as travel and hospitality, retail, automotive, and more – the ability to use the tech in ways that are customizable to their unique needs. This feature can be used across the board through multiple industry spaces, for example:

Exact Match

This Exact Match targeting dimension 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.

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Use Case

As an advertiser, I only want to target New Users.
So I will add the following targeting dimension to my ad group: User Type = New Users, Exact Match.

Bid Boost

Bid Boosts increase 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.

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Use Case

As an advertiser, I want to target all users, using a base bid of $0.5. And I want to add $0.2 to my bid when targeting mobile users.
So I will add the following targeting dimension to my ad group: Device type = Mobile, Boost = $0.2.

Bid Multiplier

Bid Multipliers increase or decrease 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.

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Use Case

As an advertiser, I want to target all users, using a base bid of $1. And I want to multiply my bid by 150% when when targeting new users, and by 80% when targeting users outside the United States.
So I will add the following targeting dimensions to my ad group: User Type = New Users, Multiplier = 150. Country != United States, Multiplier = 0.8.

Having Multiple Targets Apply

Multiple targeting parameters can be stacked onto a single campaign.

If both multipliers and boosts both apply, they will be applied as follows:
(Base Bid * Multipliers)+Boosts

Also, for safety, the max ending bid amount can be no more than 10x the base bid:
[(Base Bid * Multipliers)+Boosts] < [Base Bid * 10]