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Targeting Tab of Line Item Configuration Panel
On the Targeting tab, media planners can configure the targeting criteria for ad placements. The Targeting tab also displays the preset targeting criteria for ad placements that the ad sales admin has configured.
Required Editions
| Available in: Lightning Experience |
| Available in: Enterprise, Performance, and Unlimited editions with Media Cloud - Advanced |
How Targeting Works for Media Plans in Advertising Sales Management
Before media planners configure the targeting criteria for ad placements, they must understand the different targeting configuration options available to them and how to configure the different types of targeting criteria.
When a media planner opens the Targeting tab for an ad placement, they see a set of options that are available to them to configure the targeting criteria for the ad placement.
| Callout | Description |
|---|---|
| 1 | Media planners can configure a targeting criteria template for similar ad placements and easily apply the template to ad placement. |
| 2 | On the Dynamic Targeting Criteria tab, the planner can view the dynamically-configured targeting criteria. |
| 3 | On the Preset Targeting Criteria tab, media planners can view the targeting criteria configured for the ad placement by the ad sales admin. |
| 4 | Click edit and configure the targeting criteria. |
Preset Targeting Criteria in Advertising Sales Management
Ad sales admins can configure a preset targeting criteria for ad products when they configure the targeting options of the publisher and make a set of targeting options available for media planners to choose from on media plans
How Preset Targeting Criteria is Configured
To configure a preset targeting criteria, the ad sales admin must create an Ad Product Default Target Value records to associate ad products or product classification with their preset targeting values. On a Ad Product Default Target Value record, the ad sales admin must select whether the targeting value is included in the criteria or not, and whether the media planners can use the targeting value while configuring dynamic targeting criteria. If a product classification is associated with a targeting value, then the targeting value is preset for every ad product created using the product classification.
See Preset Targeting Values for Products and Product Classifications.
On the Preset Targeting Criteria tab, media planners can only view the preset targeting criteria that has been configured by the ad sales admin for the ad product that's part of the ad placement.
Dynamic Targeting Criteria in Advertising Sales Management
Media planners can configure dynamic targeting criteria for ad placements in a media plan. The dynamic targeting criteria can be based on simple filters or based on expressions.
Targeting Criteria Based on Simple Filters
On the Targeting Criteria window, media planners can select targeting values that they want to use in the targeting criteria and decide the filter type for the selected targeting values.
| Callout | Description |
|---|---|
| 1 | While configuring the targeting criteria, media planners can easily search and select the targeting categories that they’re looking for. |
| 2 | After selecting a targeting category, media planners can navigate across the segments in the targeting categories and select the values that they want to use in the criteria. For each segment, media planners can decide the filter type. For example, if the selected segment value is Alexandria and the filter type is Exclude, it means that the targeting criteria excludes Alexandria. If a segment depends on another segment, then the dependent segment values are located within the parent segment values. For example, if the State segment depends on the Country segment, then the values for the State segment are located within the corresponding Country segment values. For dependent segments, you can only select the filter type for the primary parent segment. |
| 3 | After selecting the targeting values and filter type for a targeting category, media planners can review their selections and save them. Media planners can remove one or more selections, or remove all the selected values for a category. |
For targeting segment values such as postal codes, media planners can enter a set of values, verify the values, and add them to the targeting criteria. To enable media planners to enter targeting values, the ad sales admin must configure the related targeting segment's data type and display type as Text Area with Validation.
| Callout | Description |
|---|---|
| 1 | Media planners can enter the list of values that they want to include in the targeting criteria. Each value must be separated by a comma. |
| 2 | Media planners can verify whether the values that they added are available as targeting options for media plan. If a value is invalid, the media planners can see the invalid values. |
| 3 | Media planners can view targeting values that have been included and then save their selections. |
Targeting Criteria Based on Expressions
On the Expression-Based Criteria tab of the Targeting Criteria window, media planners can configure a targeting criteria based on conditions and condition groups.
| Callout | Description |
|---|---|
| 1 | Media planners must decide the logic of the expression-based criteria:
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| 2 | Media planners can add a set of conditions that include a targeting segment, a filter type, and targeting value. For example, a condition that checks whether the country is USA is configured as:
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| 3 | Media planners can add a condition group where multiple conditions can be grouped. For example, an expression-based targeting criteria includes two condition groups where each group filters for a specific audience profile:
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| 4 | Media planners can review their expression-based targeting criteria, including how the criteria logic along with the conditions, and condition groups work together. |
Targeting Criteria Templates in Advertising Sales Management
Media planners can create reusable targeting criteria templates that they can apply to individial ad placements or a set of ad placements. After a media planner creates a targeting criteria template, the template can be applied to ad placements across media plans.
How Targeting Templates Work
When a targeting criteria template is applied for ad placement or a set of ad placements in a media plan, an asynchronous process is executed. The asynchronous process applies the targeting criteria from the template to the ad placements. Media planners receive notifications when the asynchronous process starts and after the process completes.
If a media planner adds a targeting criteria template to an ad placement which already has a preset targeting criteria and a dynamic targeting criteria, then the criteria from the template is added to the existing criteria and doesn't replace the existing criteria. Though, if the criteria in the template conflicts with a preset or dynamic criteria, then the asynchronous process uses a log to decide which conditions from the template are added to the ad placement.
Here are the different scenarios that the asynchronous process considers when applying a targeting template to an ad placement:
| Scenario | How the Targeting Criteria Is Applied | Example |
|---|---|---|
| The criteria consists of a targeting segment that isn't associated with the ad placement's product or product classification | Only conditions that include targeting segments associated with the ad placement's product or product classification are added to the ad placement's dynamic targeting criteria. | The segment for cities is associated with the pre-roll video product and the segment for interests isn't associated with the product. A targeting template consists of these two criteria: City includes London and Interests includes Hiking. When the template is applied for the pre-roll video ad placement, only the City includes London condition is added. |
| The criteria consists of a targeting segment that's already included in the preset targeting criteria of an ad placement | Only conditions that include targeting segments that aren't part of the preset targeting criteria of an ad placement are added to the ad placement's dynamic targeting criteria. | The preset targeting criteria of the pre-roll video ad placement consists of a condition that includes the City segment. When a targeting criteria that includes a condition for the City segment is applied to the pre-roll video ad placement, all the conditions apart from the ones with the City segment are added are added. |
| The criteria consists of a targeting values that's already part of the dynamic targeting criteria of an ad placement | The condition from the template that includes the segment value is added to the ad placement's dynamic targeting criteria. | The dynamic targeting criteria of the pre-roll video ad placement consists of this condition: Age includes 65+ . The targeting template that's applied consists of this condition: Age excludes 65+. When the template is applied, this condition is kept in the dynamic targeting criteria: Age excludes 65+. |
| The preset targeting criteria of an ad placement consists of dependent targeting values such as states and cities | Targeting criteria templates aren't applied to ad placements when the preset targeting criteria of an ad placement consists of dependent targeting values. If a media planner tries to apply a targeting criteria template to multiple ad placements in a media plan, then the targeting template isn't applied to any of the ad placements when one or more ad placements have dependent values in the preset targeting criteria. | |
Optimize Ad Targeting with Data 360 Audience Segments (Beta)
Use first-party Data 360 audience segments in media plans to deliver highly targeted advertising campaigns. When you associate a segment with a media plan and submit the order, Salesforce automatically maps the Data 360 segment ID to the corresponding downstream ad server ID. This mapping reduces integration overhead by eliminating manual metadata imports and the requirement to store segment metadata locally.
| Available in: Lightning Experience |
| Available in: Enterprise, Performance, and Unlimited editions with Media Cloud- Advanced plus Data 360 Provisioning or Data 360 Starter, and Customer Data 360 for Marketing — Ad Audience |
Media planners and sales reps can view and select available Data 360 audience segments in the media plan targeting window. The ad availability view configuration record determine which segments and other segment metadata are available.
When you run the Get Data Cloud Segments for Targeting (Beta) invocable action, it inserts Ad Target Segment Value records and sets their parent category to the Ad Target Category Segment named Audience Segment. To override this default, create an ad availability view configuration record and specify the ID of the category segment record to use as the parent category.
