1. Introduction: The Power of Precise Targeting
Targeting defines who sees your ads. Well-optimized targeting improves performance, reduces wasted spend, and reaches the right audience at the right time. This guide explains all the major targeting options you can apply at the line item level in a Demand-Side Platform (DSP).
2. Audience Targeting Options
First-Party Audience:
- Your own data (CRM lists, website visitors, app users)
- Used for retargeting, loyalty campaigns, and customer re-engagement
Third-Party Audience:
- Purchased from data providers (BlueKai, Lotame, Oracle, etc.)
- Includes demographics, interests, purchase behavior
Lookalike Audiences:
- AI-generated audience similar to your high-value users
- Used for prospecting and scaling reach
Custom Segments:
- Manually built segments using behavioral and contextual criteria
3. Demographic Targeting
| Parameter | Example Options |
|---|---|
| Age | 18-24, 25-34, 35-44, etc. |
| Gender | Male, Female, Unknown |
| Household Income | Top 10%, 11%-20%, etc. (varies by region) |
| Parental Status | Parents, Non-parents |
4. Geographic Targeting (Geo-Targeting)
| Level | Example |
|---|---|
| Country | India, USA, UK |
| Region/State | Maharashtra, California, Bavaria |
| City | Bangalore, London, New York |
| Postal Code | 560001, 94105, W1D |
| Radius | 10 KM around a landmark or address |
5. Device & Technology Targeting
| Targeting Type | Example Options |
|---|---|
| Device Type | Mobile, Desktop, Tablet, Connected TV |
| Operating System | Android, iOS, Windows, MacOS |
| Browser | Chrome, Safari, Firefox |
| Carrier & ISP | Airtel, Jio, Verizon |
| Connection Type | Wi-Fi, 4G, 5G |
6. Environmental Targeting
Dayparting (Ad Schedule):
- Show ads only during specific hours or days of the week
- Useful for retail store hours or peak user activity times
Language Targeting:
- Target users by preferred language (English, Hindi, Spanish, etc.)
Location Type:
- Home, Work, or commuting areas (based on device usage patterns)
7. Content & Contextual Targeting
| Type | Example Options |
|---|---|
| App & Site Categories | News, Sports, Finance, Gaming |
| Keywords | Contextual matching for specific topics |
| URL & Domain List | Include or exclude specific publishers (whitelists/blacklists) |
| Video Player Type | In-banner, instream, rewarded video |
8. Inventory Source Targeting (SSP & Deal Types)
| Type | Example |
|---|---|
| Open Auction | All publishers on SSP marketplaces |
| Private Marketplace | Premium inventory on invite-only auctions |
| Preferred Deal | 1:1 negotiated deal with fixed CPM |
| Programmatic Guaranteed | Reserved impressions with fixed delivery & CPM |
9. Frequency & Recency Controls
| Control Type | Purpose |
|---|---|
| Frequency Cap | Limit how many times a user sees your ad |
| Recency Targeting | Show ads based on time since last interaction |
10. Device ID & Cookie Targeting (When Available)
| Targeting Type | Example Use Case |
|---|---|
| Device IDs (IDFA, GAID) | Mobile app retargeting, install campaigns |
| Cookies | Retarget website visitors on web-based inventory |
11. Example Scenario: eCommerce Holiday Sale Campaign
| Targeting Type | Example Setting |
|---|---|
| Audience | Past purchasers, lookalikes, fashion shoppers |
| Geo | India, metro cities |
| Device & OS | Mobile, Android & iOS |
| Time | 9 AM - 10 PM, Monday to Sunday |
| Inventory | Private Marketplace + Open Auction |
| Frequency Cap | 3 impressions/day per user |
12. Key Takeaways
- ✔ Each targeting option refines your reach to the right audience
- ✔ Combining multiple layers (audience + geo + device) enhances precision
- ✔ Regularly monitor performance to adjust your targeting for optimal results