MoPub

Line Item Targeting

Updated September 2016

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. 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.

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.

• 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.

  Example: m_gender:m AND m_age:25

  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 and Line Items. Frequency caps can not be applied to 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.

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

Network Segments: Not supported.

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

Line Item Priority Levels

Integer Priority Levels enables publishers to assign priority levels to line items in their waterfall independent of the Line Item Type. Line Item Type and Priority are now independent from each other.

How are Line Items Prioritized Using Integer Priority Levels?

• You can now edit the Priority of a line item, which determines the order in which your line item is served
• Priority ranges from 1 – 16, where 1 is the HIGHEST priority and 16 is the LOWEST

How are Line Item Types used now?

• Line Item Type describes the demand source for a line item and no longer determines the priority of the individual line item – This is now determined by Integer Priority Levels
• Line Items Types can now be used to group line items for reporting purposes

What are the default Integer Priority Levels for the different Line Item Types?

• Guaranteed: Priority 6
• Promotional: Priority 10
• Non-guaranteed: Priority 12
• Backfill: Priority 16

Again, the Line Item Type has no impact on the priority of these Line Items and can be changed at any time.

How do my previously created Line Item Types map to the new Integer Priority Levels?

• Guaranteed Campaigns: High (4), Medium (6), Low (8)
• Promotional (10)
• Backfill Promotional (16)
• MoPub Marketplace and Ad Networks (12)

After creating a new Line Item, the user can edit the Priority (1-16) but not the Line Item Type (i.e. Guaranteed, etc.). If two line items are at the same priority level, they compete based on eCPM.

How do you use Integer Priority Levels?

Priorities for Existing Line Items

• After logging in, select Orders from the Nav Menu. Select any Order name to view the relevant line items as usual.
• All existing line items will be automatically assigned Priority levels with the new 1-16 prioritization scale based on the mapping key above.

Create a new Line Item Type and Priority

• Within an Order, select the ‘+ New Line Item’ button as usual. In the ‘Line Item Type’, select the appropriate type from the drop-down menu (i.e. Non-Guaranteed).

• Once you select a Line Item Type, the Priority is set to the default value for that Line Item Type. Once, you have selected ‘Non-Guaranteed’, the Priority will automatically change to the default value for Non-Guaranteed line items, which is 12.
• You can then change this Priority to any integer from 1 (highest) – 16 (lowest). For example, if you want this Non-Guaranteed campaign to run before Marketplace and Ad Networks, you can change the priority to 11.

Editing a Priority for an Existing Line Item

• Within an Order, select the existing line item that you wish to edit. Next, on the line item page, select ‘Edit Line Item’ button as usual.
• Note: After creating a new line item, you can edit the Priority (1-16) but not the Line Item Type (i.e. Guaranteed, etc.). Line Item Type is fixed once the line item has been created.  This should only matter for Reporting when the user is grouping by a Line Item Type (i.e. Promotional).
• Below, the priority for a line item was changed to Integer Priority Level 1, which means it will be first in the waterfall.

Reporting

• Reporting now enables you to break down your line items based on Priority. Under your account email, select Reports as usual then select ‘+ New Report’.
• You can still run reports based on the Line Item Type and then breakdown the report further by Priority. Previously created reports will not be affected and should run as scheduled.
• The example below shows an example of a new report broken down by Priority, the Line Item Type, and then specific line items.

• 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.

• In order to take advantage of city targeting, you will need to make sure that your application is passing latitude and longitude to the MoPub SDK. We also pass this information up to ad networks and the MoPub Marketplace, which can result in access to higher paying CPM campaigns. Additional technical documentation can be found here.

• 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)

• These options will be unavailable if Carrier targeting is chosen.

• Target your line item to a set of specific ZIP codes if you have selected US in the Country targeting field.

• Provide a list of ZIP codes in the provided field, each ZIP code should be on its own line or separated by a whitespace. Note that removing the US in the Country targeting field will remove the ZIP codes you provide here.

• Targeting by ZIP code is available for US only.

• ZIP code targeting is only available only campaigns targeted to Wi-Fi-only traffic. These option will not be available if selected carriers are chosen.

• 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.

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