Line Item Targeting

When you create a new line item (and when editing line items) there are several targeting options available. Please note that you must always target an ad unit when creating a Line Item.

Geo, Connectivity and Device Targeting

When you create a new line item (and when editing line items) there are several targeting options available. Please note that you should always target ad unit(s) to the line item or it will not serve any impressions.

Country Targeting

  • Target your line item to a specific set of countries. By default, when the list is empty, your line item will be targeting all countries.
  • The type ahead field allows you to quickly add countries that you want to target. Countries can be removed by selecting the ‘X’ to the right of the country name. By selecting certain countries, additional region targeting may become available:
    • States / Provinces – available for US and Canada (Wi-Fi Only Recommended)
    • Metro Areas / DMAs – available for US-only (Wi-Fi Only Recommended)
    • ZIP codes – available for US-only (Wi-Fi Only required)
    • Cities – available for most countries
  • Note that you can target a geographical selection by expressing what countries and regions you want to exclude (“Users who are Not Located in”).  Excluding specific states or regions from US/CAN will not inherit any county inclusion and will target a worldwide audience unless additional locations are added to the exclusion list.

Region Targeting

  • Target your line item to specific regions within the countries you selected in the Country targeting field.
  • The type ahead field will surface City, State, and Metro Area / DMA regions for the countries you have selected. Note that removing a country selected in Country Targeting will remove the regions contained within it.
  • Targeting by states is available for the US and Canada. (Wi-Fi Only Recommended)
  • Targeting by metro area / DMA is available for US only. (Wi-Fi Only Recommended)

City Targeting

  • When city targeting is applied to a line item it will be eligible to serve if the user’s IP is located within a 50-mile radius of the targeted city.  MoPub city targeting is available for most countries, if you can’t find the city you wish to target please contact your MoPub team.
  • Note that if you have setup ‘Specific Regions within Country’ targeting, like State then only the cities that fall into that targeting will be eligible even if they are included in the ‘Cities’ section.
    • Example:  ’Specific Regions within Country’ targeting set to ‘California’ and ‘Cities’ set to ‘New York, NY, US’ will result in the line item not being eligible to serve anywhere since there is no location that is both in ‘California’ and ‘New York, NY,US’.

Zip Code Targeting

  • Targeting zip codes is only available if  your line item if setup to target ‘United States’ at Country level.  Zip code is not supported for any other Countries.
    • Note that removing ‘United States’ in the Country targeting field will remove any previously setup ZIP codes.
  • Targeting multiple zip codes is supported, to achieve this each ZIP code should be on its own line or separated by a whitespace.
  • ZIP code targeting is only available for line items targeted to Wi-Fi-only traffic. The zip code option will not be available if selected carriers are chosen.

Carrier Targeting

  • Target your line item to deliver ads to specific carriers for the countries you selected in the Country targeting field.
  • Use the typeahead field to input carrier names. Note that removing a country selected in Country Targeting will remove the carriers contained within it.
  • Carrier targeting is available for the US, Canada, and UK.
  • Some geo-targeting options such as State, Metro Area / DMA, and ZIP code require Wi-Fi and will not be available if you select carrier targeting.

Device Targeting

  • This allows you to target your line item to specific OS, device types and versions.

Advanced Targeting

When you create a new line item (and when editing line items) you have the ability to use ‘Advanced Targeting’.

Allocation Percentage

Under ‘Advanced Targeting’ you can allocate the percentage of requests you are sending to the Line Item, frequency cap, user target and keyword target.  Please note that our allocation settings are on the individual campaign level.

User Targeting

In ‘Advanced Targeting’ you can also set up user targeting.  User targeting allows you to target users that have or don’t have specific applications.

Disclaimer

Please note, however, you can only target apps that you are the owner of and you must have the following things setup in MoPub:

  • iTunes URL or Android package name for the apps that you are using for user targeting
  • User targeting can only be used if you also have conversion tracking setup. Please refer to our iOS and Android documentation.

GDPR Compliance

In order to comply with GDPR, we will continue to support app targeting for users who have provided consent in the European Economic Area, United Kingdom, and Switzerland. We will not have information about user’s apps for users that have not provided their consent.

Keyword Targeting

In ‘Advanced Targeting’ you have the ability to target select user data through keywords.  To add keyword targeting, you will need to pass these keywords up through the application (iOS, Android).  After you have done the technical work, you should enter one group of keywords per line. Within each line, the keywords are ANDed by using ‘AND’. All lines are otherwise ORed together.

GDPR Compliance

For purposes of GDPR compliance, if you are not on SDK version 5.0+, you should not target interest or demographic keywords for European Economic Area, United Kingdom, and Switzerland geo’s. Additionally, MoPub will block interest and demographic keywords when the user does not have consent in these regions.

Examples

  • Target campaigns using the keyword targeting function in the “Advanced Targeting” dropdown when managing campaigns on the MoPub Dashboard.

  • To target multiple keywords, use AND. If you want to use the OR clause, separate the keywords by a new line. To explicitly not target a property, put a “-“ in front of the keyword.
    • AND Example:
        m_gender:m AND m_age:25
      
    • OR Example:
        m_gender:m
        m_age:25
      
    • Negative Targeting:

        -m_age:25
      
  • To target a set of values for one keyword you need to explicitly pass each value with the keyword individually.
    • Example: fruit:apple AND fruit:banana AND fruit:orange.
    • NOTE: This will only match line items which are targeting all three values (apple, banana, orange).
  • To negatively target a set of values for one keyword you’ll need to use the AND clause. For example to exclude a line item from being served when the ad requests contains the keyword fruit with the values set to apple, bananas, or oranges you would use the below express:
    • -fruit:apple AND -fruit:banana AND -fruit:oranges

When using keyword targeting in the line items, the maximum length of the keywords is 10K characters.

Frequency Capping

Under this section, you can also set a frequency cap. Frequency caps limit the number of ads that can be shown to a particular user. For example, if you only want a user to see one ad a day from a particular network, set it to one daily impression.

Frequency caps limit the number of impressions that are shown to a particular user. For example, if you only want your users to see two interstitials ads per day you would frequency cap your interstitial ad unit to only two impressions per day. Applying frequency capping is explained in more details below.

Please note that when a frequency cap has been met ad requests still continue to be made but will always return no fill. This will lower your overall fill rate however, it should not affect DSP or Network fill rate since NO attempts are made to any demand sources once the frequency cap is met.

Applying Frequency Capping

Frequency capping can be applied to Ad Units, Line Items and Network Segments.

  • Ad Units
    • Frequency capping can be applied to all types of ad formats. In the example below there is no frequency capping applied.

    Screenshot 2014-09-24 14.07.30.png

  • Line Items

    • Frequency capping can be applied to all types of line items. In the example below there is no frequency capping applied.

    Screenshot 2014-09-24 14.07.30.png

Frequency Capping Windows

  • Frequency capping is dictated by the device’s time setting. Daily and hourly frequency capping time intervals are supported.
  • The day for frequency capping starts and ends at 12am UTC. There is no concept of a rolling 24 hours window, the start and end times are static. Example:
    • 17:00 EST (22:00 UTC) user sees an ad that is frequency capped to 1 impression per day.
    • 22:00 EST (01:00 UTC) user sees the same ad again. This is allowed since the new day for frequency capping started at 19:00 EST.
  • For hourly frequency capping, it resets at the top of every hour. There is no concept of a rolling 60 minute window, the start and end times are static. Example:
    • 2:45 EST user sees an ad from a line item that is frequency capped to 1 impression per hour.
    • 3:05 EST user sees another ad from the same line item. This is allowed since the hour has changed from two to three

Frequency Capping and Caching

Ads that have been cached on device before the frequency cap is met will still be displayed if the show() method is executed. This is because frequency capping is controlled by the MoPub ad server. When the frequency cap is met all subsequent ad requests will return no fill.

Example:

  • Setup
    • Line item frequency capped to 2 impressions per day.
    • Ad Units under line item:  Banner, Interstitial
  • Behavior
    • Banner ad unit shows an ad from the frequency capped line item
    • Interstitial ad unit caches an ad from the frequency capped line item
    • Banner ad units shows another ad from the frequency capped line item
    • Frequency cap is met
    • Interstitial is shown to the user with the ad from the frequency capped line item
    • Impressions shown from the line item is 3 because the interstitial ad was cached before the frequency cap was met
    • Future ad requests will skip this line item until the frequency threshold is reset

Last updated June 14, 2018

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