Costs for using third-party audience lists

When line items target multiple audience lists provided by third-party data providers, the cost of using the third-party audience lists is based on how the lists are combined.

Cost for including lists

If you target people who appear on any list out of two or more lists (that is, if you target two or more lists joined together with an "OR" relationship), one of the providers will be randomly selected and you will pay only for the most expensive list matched for that specific provider, regardless of how many data providers' lists you are targeting.

When first-party and third-party audience lists are used in an OR relationship, you won't be charged for visitors that appear on both lists. Display & Video 360 will defer to the first-party list in this case and not bill for those impressions.

Show me an example

For example, say that you have a line item that targets visitors in any of the following three lists:

• BlueKai Segment 1: $1.00
    OR
• BlueKai Segment 2: $1.25
    OR
• Exelate Segment 1: $1.50

If this line item delivers an impression to a visitor who appears in BlueKai Segment 1 and 2 and Exelate Segment 1, you will pay:

• BlueKai $1.25, because BlueKai Segment 2 is the most expensive targeted BlueKai segment
    OR
• Exelate $1.50, because it's the most expensive (and only) Exelate segment.

Cost for including ANDed lists

If you target people who appear on two or more lists (that is, if you target two or more lists joined together with an AND relationship), you will pay each data provider for the most expensive list of theirs this line item targeted.

Show me an example

For example, say that you have a line item that targets users in all of the following three lists:

• BlueKai Segment 1: $1.00
    AND
• BlueKai Segment 2: $1.25
    AND
• Exelate Segment 1: $1.50

When this line item delivers an impression to a person who matches this targeting, you will pay BlueKai $1.25 and Exelate $1.50.

Cost for excluding lists

If you target people by excluding two or more audience segment lists (that is, if you exclude two or more lists joined together with a NOT (A OR B) relationship), you will pay each data provider for the cost for the most expensive list.

This is the same method for determining cost as when targeting visitors who appear on two or more lists.

Show me an example

For example, say that you have a line item that excludes users in any of the following three lists:

• BlueKai Segment 1: $1.00
    OR
• BlueKai Segment 2: $1.25
    OR
• Exelate Segment 1: $1.50

If this line item delivers an impression to a person who doesn't appear in any of these lists, you will pay BlueKai $1.25 and Exelate $1.50.

If you are using a combination of any of the above audience targeting settings, each rule still applies, but in the end, you will only pay the maximum of each rule per data provider, not the summation.

How do I check my data costs?

Two reports can be used to view your data costs, the General report and the Third-Party Data Provider report.

The General report can only return the data cost per individual line item, whereas the Third-Party Data Provider report can be configured to retrieve data on a per-provider basis as well as for individual lists.

Frequently asked questions about using third-party audience data

How many audiences can I target?

At the moment, there is no limit to the number of audiences you can target or exclude.

How many data providers can I use for a line item's targeting?

At the moment, there is no limit to the number of data providers you can simultaneously use for an individual line item's targeting.