BidSwitch Targeting Groups

BidSwitch Targeting Groups allow you set targeting configurations for the traffic you receive from BidSwitch. At the very minimum, a default Targeting Group will be applied to your traffic, which you can configure as you wish and use as a basis when creating other Targeting Groups.

The concept of Targeting Groups differs from how BidStream Settings previously worked, which was one default set of targeting settings or else a specific set of targeting settings per Supplier. Targeting Groups allows for greater flexibility by supporting many targeting sets which can be applied to one or more of your Suppliers.

Using Targeting Groups

Targeting Groups enables you to create a multitude of traffic filtering setups. While this flexibility allows you to target different niche traffic sources and apply those settings to various Suppliers, any overlapping or contradicting settings could result in some confusing outcomes. Taking the following fictional settings as examples:

  • Targeting Group 1, which targets first-price auction, Spanish language video inventory in the US, CA, and MX can be applied to traffic from SSP 1, SSP 4, and SSP 7

  • Targeting Group 2, which targets all traffic types and auction types, and video, display, and native inventory in the US and UK across all languages can be applied to traffic from SSP 1, SSP 2, and SSP 5

  • Targeting Group 3, which targets 2nd-price open-auction video, display, and native inventory in the US and UK but has a blacklist of website domains and app bundles can be applied to traffic from SSP 1, SSP 2, and SSP 7

Taking Targeting Group 2 and 3 above, the blacklist of website domains and app bundles will be applied by #3 but such traffic might be a positive match for #2, therefore you might see domains or app bundles from certain Suppliers which you thought black listed at SSP 1 and SSP 2

Taking Targeting Group 1 and 2 above, this could mean that while Spanish video is targeted only in the given countries, you may also see English videos available from any overlapping settings, in this case from SSP 1 in the US. The following interactive diagram aims to further outline the considerations necessary when configuring your Targeting Groups.

Targeting Group Considerations

Configuring Targeting Groups

  • To create a new Targeting Group, select Targeting Groups ‣ Add New Group

  • To edit or delete a Targeting Group, open the Targeting Groups page and select the relevant option beside the Targeting Group name.

When configuring a Targeting Group you can set each option individually or you can inherit settings from the Default Group by using the Copy Section from Default Group option. Either way, the following options can be configured per Targeting Group. You can also find a video tutorial explaining Targeting Groups configuration here, Targeting Groups Video Tutorial

Ad Context and Placement

  • Ad Type Set the media types that you want the Targeting Group to send to you, e.g. video, native, display, audio

  • Countries Set the countries for which the Targeting Group will send you traffic, e.g. US, CA.

  • Device Type Set the device types for which the Targeting Group will send you traffic, e.g. mobile, tablet, CTV, Desktop

  • Display Sizes Set the display format sizes that you want the Targeting Group to send to you, e.g. 320x50

  • Digital out of Home If your integration is set up to trade DOOH, you can enable it per Targeting Group

  • Interstitial Enable or disable receiving requests for Interstitial ads.

  • Languages Set the languages for which the Targeting Group will send you traffic, e.g. en, fr.

  • Programmatic TV If your integration is set up to trade Programmatic TV, you can enable it per Targeting Group

Commercial Context

  • Auction Type Filter bid requests based on the auction type. The auction types available are First-price and Non First-price auctions, Non First-price auctions include 2nd price, fixed-price, and any other type. These are identified using the at field in bid requests. Auction Type Targeting means you will only receive bid requests from BidSwitch for the auction type you want.

  • Supply Partners Specify the Suppliers to whom you wish to apply the Targeting Group settings, you may select certain Suppliers or All current and future

  • Traffic Type Set the traffic types that you want to get, i.e. receive all traffic or only deals traffic.

In-App Targeting

If you enable In-App targeting, you can configure the following settings.

  • Location Data: By enabling the Send Only Bid Requests with Location Data option you will only receive bid requests for devices which have shared their location data. To enable this, select the Location Data option and save your changes.

  • Declared App Source: You can also block traffic that does not contain an application bundle or domain in the bid request by selecting the Declared app source checkbox. See the App Object section for the details of these fields.

  • Black or White Lists: You can create black or white lists for Application Bundles. A black list means that you do not wish to bid on the given applications, and a white list means you only want to bid on those particular applications. All black or white lists must be uploaded in a text file, with each item on a single row, like the following Example bundle List. The limit is 5,000 entries.

Example bundle List
com.rovio.angrybirds
com.king.candycrushsaga
533173905
343200656

Website Targeting

If you enable website targeting, you can configure the following settings.

  • Synched Users: To only receive bid requests from users who have had their cookies synced, check the Only Synced Users option.

  • Declared App Source: You can also block traffic that does not contain a site domain in the bid request by selecting the Declared app source checkbox. See the Site Object section for the details of these fields.

  • Black or White Lists You can create black or white lists for domains on which you wish to bid or avoid. A black list means that you do not wish to bid on the given domains, and a white list means you only want to bid on those particular domains. You can block (or target) traffic down to the subdomain level, but not below that level, i.e. individual pages.

    • Blocking a domain blocks all of its subdomains, but not vice versa, e.g. example.com also blocks sub.example.com

    • Similarly whitlisting a domain also whitelists its subdomains, i.e. example.com also whitelists sub.example.com. To specifically whitelist only certain subdomains, ensure that the main domain is not on the white list.

    All black or white lists must be uploaded in a text file, with each item on a single row, like the following Example Domain List. The limit is 5,000 entries.

Example Domain List
example.com
subdomain.website.com

Deals Filtering

You can include a black or white list of Deal IDs with each Targeting Group. This list can contain IDs for any kind of deal: open, private, preferred, guaranteed, etc. BidSwitch only needs the Deal ID for traffic routing purposes. When combined with QPS controls, this allows for efficient routing of deals, particularly when trying to manage large volumes of Always-on Deals interspersed with lower volume guaranteed deals traffic.

Deals Blacklist

If you set a blacklist for a Targeting Group, this will remove the given Deals from requests, but any other Deals present will be passed through. The difference in how other traffic is passed within the Targeting Group depends on whether you have selected All Traffic or Only Deals Traffic

  • All Traffic If there are no deals left in a request after the blacklist has been applied, then open auction requests will be passed to the Buyer that match the targeting criteria of the Targeting Group

  • Only Deals Traffic If there are no Deals left in a request after blacklist filtering has been applied, then no request will be passed through for this Targeting Group

Deals Whitelist

If you set a whitelist of Deal IDs, only those requests which contain a whitelisted deal will be passed within the Targeting Group. Note If requests also contains non-whitelisted Open Deal IDs these will not be removed from the request. The difference in how other traffic is passed within the Targeting Group depends on whether you have selected All Traffic or Only Deals Traffic

  • All Traffic If there are no deals left in a request after the whitelist has been applied, then open auction requests will be passed to the Buyer that match the targeting criteria of the Targeting Group.

  • Only Deals Traffic If you set a whitelist of Deal IDs, only those requests which contain a whitelisted deal will be passed within the Targeting Group. There is also a few additional caveats around private deals whitelists.

    • If a request also contains non-whitelisted open Deals these are not removed from the request.

    • If a request also contains non-whitelisted private Deals, these are removed from the request

    • If a Supplier cannot support specifying the pmp.deals.wseat field in a bid request to correctly route the private deal to the Buyer, a deals whitelist can be used. If BidSwitch sees a private deal whitelisted for a particular Buyer, it will route this deal to the Buyer even without a pmp.deals.wseat value being set.

Deals Filtering Private Auction

Deals in Request

Blacklist: Deal 1 Deal 2

Whitelist: Deal 1 Deal 2

Deal 1, Deal 2, Deal 3

Deal 3 passed to DSP. 1 and 2 stripped from request.

Deal 1 and Deal 2 passed to DSP. Deal 3 stripped from request.

Deal 1, Deal 2

Request dropped.

Request passed as is.

Deal 1

Request dropped.

Request passed as is.

Deal 2, Deal 3

Deal 3 passed to DSP, Deal 2 stripped from request.

Deal 2 passed to DSP, Deal 3 stripped from request.

Deal 3

Request passed as is.

Request dropped.

Deals Filtering Open Auction

Deals in Request

Blacklist: Deal 1 Deal 2

Whitelist: Deal 1 Deal 2

Deal 1, Deal 2, Deal 3

Deal 3 passed to DSP. 1 and 2 stripped from request.

Request passed as is.

Deal 1, Deal 2

Deal 1 and Deal 2 stripped from request, and request sent without deal details

Request passed as is.

Deal 1

Deal 1 stripped from request, and request sent without deal details

Request passed as is.

Deal 3

Request passed as is.

Deal 3 stripped from request, and request sent without deal details

Targeting Groups Reporting

There will be a difference between reported traffic numbers and billing numbers when compared to Targeting Groups reporting. This is because any traffic that matches at least one of your Targeting Groups will be sent to you as usual, i.e 1 request from a Supplier to BidSwitch means 1 request to you, but because Targeting Groups may contain overlapping settings such traffic will be reported as matching multiple Targeting Groups.

Each bid request contains a list of the Targeting Groups that it matched, ext.tgroup, see the Ext Object section for details.

For example, multiple Targeting Groups may include display traffic in US, CA. In such cases any matching traffic will be recorded as a positive match for each relevant Targeting Group.