Targeting dimensions

Last updated on May 3, 2018

Set targeting criteriaThe rules that define how a creative should be targeted for delivery to viewers. There are several types of targeting criteria: audience targeting, custom targeting, geographic targeting, inventory and content targeting, screen type (delivery media) targeting, and technology and devices targeting. to identify the ad space where you want your ads to serve.


Inventory and content

Targets where to serve ads in your inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., such as sites, sections, and ad units.

Geographic Targets a user's physical location, such as their city or state.
Technology and devices Targets the technologies a user employs in their computing environment, such as their computer's operating system.
Custom Targets custom key-value pairs that you specify.
Audience (if enabled)

Targets specific audience segments that you have predefined. These can be either OpenX audience segments that you have created in OpenX, or segments from a data management platform (DMP), such as Krux.

In order to target third-party audience segments, your DMP must be integrated with OpenX. Please contact your account manager for more details.


(only available when setting up targeting in deals and packages)

Targets IAB categories.

Screen Type

(only available when setting up targeting in packages)

Targets different delivery media, such as mobile, web, or video.
Viewability Targets based on an ad unitThe smallest inventory component that represents the space on a site where ads display.'s average viewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. score.


(only available when setting up targeting in deals and packages)

Targets the attributes of a video, such as rewarded video.


When setting up targeting:

  • Make sure to select either All or Any at the top of the targeting module to set the logic for all of your selections.

  • For specific targeting dimensions, OpenX targets "All", unless you add specific targeting. For example, if you do not add any ad unit size targeting, then all ad unit sizes will be targeted.

This topic applies to Ad Server. This topic applies to Ad Exchange. This topic applies to Programmatic Direct. This topic applies to SSP. Most SSP activities are completed by OpenX.