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Audience targeting is one of the most powerful techniques currently being used by modern digital advertisers.  Developing a clear understanding of audience targeting and the surrounding strategies gives a huge advantage to the tech-savvy marketer.


Audience Targeting or "Re-Targeting" allows you to define a group of users and advertise to only those users across the entire SiteScout RTB network. By creating a group of users who have all visited the same webpage or completed the same action, advertisers are able to build their own personal audience which is custom tailored to their product or service.  Once the audience is created, the advertiser can launch a media buy on SiteScout RTB targeting only those users in that audience.

While some campaigns target websites which are known to have a certain demographic of visitor, audience targeting focuses on the visitor themselves making the category and demographic of the website less significant.  If a user has visited pages about Product A in the past, it can be assumed that they would respond to ads about Product A, even if they are on a website that is unrelated to that product.

How It Works

An audience targeting pixel is a small piece of code that an advertiser places on a webpage.  Each visitor who arrives at that page will have a cookie placed on their browser which marks them as part of an audience.  Later on when the advertiser is doing a media buy, SiteScout RTB allows the advertiser to only buy impressions from users who have hit the audience targeting pixel for a given audience.

Before you can set up an audience targeting campaign, you must first build at least one audience.  Building an audience is free and does not require you to have a balance in your account.

Building an Audience

  • Select 'Audiences' from the Tools menu to bring up the Audience tab.
  • On the Audience tab click "Create" on the toolbar.
  • Name your audience and save. 
  • Once your audience is created, select it and click "Get Tags".  The resulting code should look like this:
  • Copy and paste this code into the <body> section of the page you want to build an audience from.  As soon as the pixel is on the page it will start adding all users who visit that page to your audience.

Audience Data

As your audience grows, statistics for that audience will show up next to it on the Audiences tab.  The statistics shown are for the selected date range, so you will only see the number of audience members for today unless a date range is selected.  Each time a user hits your audience pixel, they will be added to the audience.

Audience members can be counted in two ways:

Created: Users who have accessed your pixel for the first time.
Updated: Users who have re-accessed your pixel at least 24 hours after their first access.

By making this distinction, you will be able to make targeting decisions about your audience such as:

- Target users 5 days after their most recent visit to my website.
- Target users 5 days after their first visit to my website.
- Target users who have been to my site within the past 5 days.

Targeting an Audience

Once you are finished creating an audience, you will use that audience to target campaigns.  When a campaign is targeting a specific audience, it will evaluate all auctions and only bid on impressions from users in the audience.  If two or more audiences are selected, it will only bid on users that are in BOTH audiences.

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