Custom Targeting targets a flight or ad to a placement depending on the pairing of key/value properties.
In other words, with Custom Targeting you set up rules to target certain combinations of key/values, and then if that value for the given key is passed in the request, the ad will show only if it matches the rules you defined.
For example, if you've created a campaign to target instances where
Age > 21, if you send
Age = 25 in the request, the ad would be eligible to show (but not if you sent
Age = 20).
You'll then pass the Key/Value pair in the
properties object of the Decision API request.
Adzerk offers two types of Custom Targeting:
- Custom key/value pairs sent by you
- Reserved Keys - Targeting using databases and lookups integrated with Adzerk, such as device type, OS, location, url strings, other useragent info, and more
Unlike keywords, custom targeting values are not included in Adzerk reporting
A key is a string, such as
Age. A value can be a string, an integer (such as 1234), or an array.
Use JSON syntax for passing in values. These key/value pairs are passed by Decision API request or by modifying the ad code.
Like keywords, custom targeting can be used to target ads based on conditions passed into the ad request. However, there are some significant differences:
Matched custom targeting criteria don't appear
Keywords that match both flight settings and ad request appear
Required in Request
Can include Reserved Keys that are not required on the request
Must be passed in specifically in a request for a matched ad to serve
Can perform comparisons, such as
age >= 18
Use a binary system - either the keyword is present in the request or it isn't
Can be integrated with other Adzerk targeting features, like ContentDB, UserDB, keywords, etc
Uses key/value pairs
Do not have subsets or properties