The importance of targeting

Targeting in your platform is usually a fairly simple operation - it’s easy to setup and you expect it to work based on the rules you implemented. However…...


 

  • How many of you audit your targeting - do your publishers send you the correct information?

  • How many of you are speaking to your demand side to ensure that your targeting is matching their targeting?

  • Are you seeing misaligned CPM’s and wondering why?

The chances are that your targeting rules are misaligned. Most of the tags that we send out are price matched against either domain lists, player sizes and/or geo’s. I personally do not see much misalignment against domain lists or geo’s, but I do when it comes to player sizes. The publisher is expected to send a certain size via a particular tag. And due to the strict targeting we apply on our demand side, you are probably losing revenue and decreasing your fill rate.

Audit

Recently I did an internal audit across our supply chain - I wanted to know the amount of requests we received, where we were unable to detect/receive the following:

  • page_url

  • player_width

  • player_height

In a 24-hour period we received 180k requests where we were unable to pass required information to our exchange. It’s a small percentage of our overall traffic but add that to misaligned pricing channels and it starts to add up. Especially when you sit in a chain of other ad servers.

At Coull, we’re happy to audit your traffic and let you know where sales are going amiss. Equally we have another amazing option - it’s called multi-price floor targeting. We are not the first to use it. But it does make sense!

We only need to supply you with one tag:

  • Tell us what CPM’s you expect and we’ll handle all the necessary targeting.

  • Use subID’s only to identify sub-publishers rather than price points.

  • We will never undersell your inventory.

  • All targeting criteria is immediately lined up with our demand stack, ensuring the best connections.

We care about the quality of our traffic and continue to develop technologies and communications that improve the transparency of inventory. If you would like your traffic to be audited, please reach out to your account manager. We are more than happy to help!

 

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