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Set up pretargeting configurations

To ensure that Google sends you the most appropriate impression calls, you can "pre-target" impressions to only receive requests for impressions that match your desired targeting criteria. This can be done in the Ad Exchange user interface or using the REST API. Learn more about pretargeting using the REST API.

Take a pretargeting tour

You can take a tour to familiarize yourself with the pretargeting workflow, directly in the UI. To access the tour from the Pretargeting tab, click the settings gear , followed by Take a pretargeting tour.

To set up a pretargeting configuration:

  1. In your Ad Exchange account, click the Pretargeting tab.
  2. Click Add pretargeting to create a new pretargeting configuration. You can have up to 10 configurations.
  3. Enter a configuration name.
  4. Select whether you would like the configuration to apply to either display or video formats.
  5. Select Active or Paused as the status. You can change this later.


    Ad Exchange pauses individual pretargeting configurations that are without spend for a 6-month period. You can re-activate any pretargeting configuration by changing the status back to "Active" in the configuration settings.
  6. Set the Daily budget in your account currency.


    The daily budget is required and allows you to cap your spend. The value you choose should be a whole number.
  7. In the targeting selector, define your targeting by selecting a category, finding the desired criteria, and clicking either include or exclude. See more detailed examples in the "Common targeting scenarios" section.

    Learn more about selecting targeting criteria

    All inventory is included, by default. This applies to every category in the targeting selector. This behavior changes once you explicitly include criteria within a category. For example, click include on the "300x250" criterion in the "Inventory sizes" category to include only 300x250 and exclude all sizes that are not explicitly included.

    Select URLs to include or exclude publishers. Add URLs to target or exclude specific publishers. These changes will also affect anonymous and semi-transparent URLs.

    Selecting multiple criteria within the same category results in OR logic. For example, click include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are either from the United States or Canada.

    There are two categories that are exceptions to this logic: "Sensitive categories" and "Creative attributes". Select multiple criteria from either of these to only receive callouts for impressions that match all included criteria.

    Selecting multiple criteria across different categories results in AND logic. For example, click include on the "300x250" criterion in the "Inventory sizes" category, and include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are for 300x250 inventory and from either from the United States or Canada.

  8. Click Save after you've made your selections. The added configuration will display in the list.
  9. (Optional) To edit or delete a pretargeting configuration, simply click the edit or delete icons in the upper-right corner of the tile.

Language limitations

Brand safety categories and content classifiers are available in 12 languages: English, German, Spanish, French, Japanese, Simplified Chinese, Portuguese, Dutch, Italian, Russian, Traditional Chinese, and Korean.

Exceptions:

Sexually suggestive content and Death and tragedy are not available for the following languages: Korean and Traditional Chinese.

Violent content is not available in the following language: Traditional Chinese.

Common targeting scenarios

When creating a pretargeting configuration, use the illustrated examples below to determine the correct category and criteria options in the targeting selector.

Display inventory

Display inventory, including mobile
Pretargeting settings for display all.
  1. Config name: Name your config "Display (all)" or something similar to note that it's all display inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Targeting all display inventory includes mobile inventory, by default. No specific criteria should be selected in the targeting selector.
Display inventory, desktop only (no mobile)
Pretargeting settings for desktop display.
  1. Config name: Name your config "Display (desktop)" or something similar to note that it's only display on desktop.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for only the "Desktop" criterion in the "Platform" category. This ensures that the other platforms are not included.
Display inventory, including mobile web only (no mobile app)
Pretargeting settings for display mWeb only.
  1. Config name: Name your config "Display (mWeb only)" or something similar to note that it's display inventory, including mobile web, but excluding mobile app.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select exclude for the "All apps" criterion in the "Mobile apps category" category.
Display inventory, including mobile apps only (no mobile web)
Pretargeting settings for display mApp only.
  1. Config name: Name your config "Display (mApp only)" or something similar to note that it's display inventory, including mobile app, but excluding mobile web.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for the "All apps" criterion in the "Mobile apps category" category.
Display inventory, expandable with mobile
Pretargeting settings for display expandable with mobile.
  1. Config name: Name your config "Display expandable with mobile" or something similar to note that it's for display inventory, allowing expandable.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Targeting all display inventory includes all expandable inventory, by default. No specific criteria should be selected in the targeting selector.

Best practices


Leave targeting categories open, by default.

If you include any "Expanding" criteria in the "Creative attributes" category, you only receive inventory matching that particular criterion. For example, if you include "ExpandingUp", you only receive "ExpandingUp" traffic. If you include two or more, for example "ExpandingUp" and "ExpandingDown", you only receive traffic matching both criteria. Selecting to include all "Expanding" criteria, you only receive traffic matching all "Expanding" creative attributes.

Mobile inventory

Mobile inventory (no desktop display)
Pretargeting settings for all mobile apps and mobile web.
  1. Config name: Name your config "All mobile apps + mobile web" or something similar to note that it's all mobile inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included.
Mobile web inventory only (no desktop display, no mobile app)
Pretargeting settings for mobile web only.
  1. Config name: Name your config "Mobile web only" or something similar to note that it's only mobile web inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select exclude for the "All apps" criterion in the "Mobile apps category" category. Then, select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included.
Mobile app inventory only (no desktop display, no mobile web)
Pretargeting settings for mobile app only.
  1. Config name: Name your config "Mobile app only" or something similar to note that it's all mobile app inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for the "All apps" criterion in the "Mobile apps category" category. Then, select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included.
Mobile video inventory only (no desktop video)
Pretargeting settings for mobile video.
  1. Config name: Name your config "Mobile video" or something similar to note that it's only mobile video, not desktop.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included.
Mobile app inventory, only interstitials
Pretargeting settings for display mApp with interstitials.
  1. Config name: Name your config "Display (mApp with interstitials)" or something similar to note that it's only mobile app interstitial inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for the "All apps" criterion in the "Mobile apps category" category. Then, select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included. Then, select include for the "AnyInterstitial" criterion in the "Creative attributes" category.*

* If the "AnyInterstitial" criterion is not chosen, all creative attributes are sent, by default, including "AnyInterstitial".

Mobile app inventory, only native
Pretargeting settings for mobile app native.
  1. Config name: Name your config "Mobile app native" or something similar to note that it's only mobile app native inventory.
  2. Format: Select Display from the format drop-down menu.
  3. Targeting filters: Select include for the "All apps" criterion in the "Mobile apps category" category. Then, select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included. Then, select include for the "Native Eligible" criterion in the "Creative attributes" category.*

* If the "Native Eligible" criterion is not chosen, all creative attributes are sent, by default, including "Native Eligible".

Video inventory

Video inventory, including mobile
Pretargeting settings for all video, including mobile.
  1. Config name: Name your config "Video (all, with mobile)" or something similar to note that it's all video inventory, including desktop and mobile.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Targeting all video inventory includes mobile inventory, by default. No specific criteria should be selected in the targeting selector.
Video inventory, desktop only (no mobile)
Pretargeting settings for all video, except mobile.
  1. Config name: Name your config "Video (no mobile)" or something similar to note that it's only desktop video inventory.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for the "Desktop" criterion in the "Platform" category. This ensures that the other platforms are not included.
Video inventory, only skippable
Pretargeting settings for skippable video.
  1. Config name: Name your config "Video (only skippable)" or something similar to note that it's only skippable video inventory.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for the "Skippable Instream Video" criterion in the "Creative attributes" category.*

* If the "Skippable Instream Video" criterion is not chosen, all creative attributes are sent, by default, including "Skippable Instream Video".

Video inventory, only skippable for mobile apps
Pretargeting settings for mobile app skippable video.
  1. Config name: Name your config "Mobile app video skippable" or something similar to note that it's only skippable video inventory for mobile apps.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for the "All apps" criterion in the "Mobile apps category" category. Then, select include for only the "Mobile" and "Tablet" criteria in the "Platform" category. This ensures that the other platforms are not included. Then, select include for the "Skippable Instream Video" criterion in the "Creative attributes" category.*

* If the "Skippable Instream Video" criterion is not chosen, all creative attributes are sent, by default, including "Skippable Instream Video".

Video inventory, only VPAID
Pretargeting settings for video only VPAID.
  1. Config name: Name your config "Video (only VPAID)" or something similar to note that it's only VPAID video inventory.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for the "Vpaid Flash" criterion in the "Creative attributes" category.*

* If the "Vpaid Flash" criterion is not chosen, all creative attributes are sent, by default, including "Vpaid Flash".

Video inventory, only Connected TV
Pretargeting settings for video, connected TV only.
  1. Config name: Name your config "Video w/ Connected TV" or something similar to note that it's only Connected TV video inventory.
  2. Format: Select Video from the format drop-down menu.
  3. Targeting filters: Select include for only the "Connected TV" criterion in the "Platform" category. This ensures that the other platforms are not included.

Connected TV refers to the actual TV set which is connected to the Internet either natively (also known as a Smart TV) or via an external device such as a streaming stick, digital media player, or gaming console.

Deals, and other ad hoc inventory

Deals
Pretargeting settings for deals.
  1. Config name: Name your config "Deals" or something similar to note that it's for deals only.
  2. Format: Select either Display or Video from the format drop-down menu. If you are running both formats, create a separate config for each.
  3. Targeting filters: Select include for the "All Deals" criterion in the "Deals" category.
  4. AdGroup ID: When you create a config for your deals, the "AdGroup ID" corresponds to the billing_id field in RTB.

Best practices


Leave targeting categories open, by default.

When selecting a geography, if you do not include specific geographic criteria, you are essentially selecting all geographic regions. If your deal configuration includes geographic criteria and a deal isn't transacting, it may be because the DSP does not have a server in a regions you've chosen.

Ensure that the ad sizes, formats, and creative attributes meet the deal criteria. For example, if a deal specifies 640x480 ad sizes, but your pretargeting configuration doesn't include this size, the deal does not transact.

Historical viewability
Pretargeting settings for historical viewability.
  1. Config name: Name your config "Historical viewability" or something similar to note that it's to track this category.
  2. Format: Select either Display or Video from the format drop-down menu. If you are running both formats, create a separate config for each.
  3. Targeting filters: Select the "Historical viewability" category. Then select and save a value from 10% - for "Minimum historical viewability" from the drop-down menu.
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