Dynamic Targeting - OLD

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.

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.

👍

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.

👍

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.

👍

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.

Multiple audiences and targeting parameters can be stacked onto a single campaign.

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