Selecting targeting criteria

Last updated February 22, 2018

You can use OpenX's robust targeting features to identify inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. to be bought or sold. OpenX supports several targeting dimensions, enabling you to select relevant 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. for any targeting need.

In this topic, you will learn about:

Targeting criteria basics

At a minimum, targeting criteria within a dimension consists of the following:

  • A named attribute

  • A comparative operator

  • A value

In the example below, Location is a named attribute. Equals () is the comparative operator, and the value is United States.

Targeting geography by country

Each attribute is associated with an attribute type, such as a string that determines which comparative operators are available for targeting. OpenX supports corresponding negative operators for negative targeting. For example, if you are targeting a user location based on the 48 contiguous United States, you might use a negative comparative operator like does not equal or to exclude two states rather than specify all 48.

Single-criteria targeting

OpenX supports single-criteria and multiple-criteria targeting. That is, it allows you to target a single attribute and value, as well as multiple attributes and values.

Single-criteria targeting includes a named attribute, a comparative operator, and a value. For example:

Targeting geography by country

Translates to:

"Target users in the United States."

Tip: To exclude everything to the right of the equal sign, click the equals operator () to change it to the does not equal operator ().

Multiple-criteria targeting

Multiple-criteria targeting includes multiple named attributes, comparative operators, and values connected by a logical operator (Match Any or Match All). You can target multiple values within a targeting attribute, and you can target multiple values between different targeting attributes.

At the top of the Targeting section, you can see the selector for Match All and Match Any. These behave as logical operators. Match All is an AND operator, and Match Any is an OR operator.

Targeting multiple values within a targeting attribute

OpenX supports intra-attribute targeting, or targeting multiple values within a single attribute. For example:

Using "is an of" to target multiple possible Mobile Carriers

Translates to:

"Target users with AT& T, Vodafone, or Verizon as a mobile carrier."

Each attribute type dictates the logical operators that are allowed. OpenX provides a default for each attribute. You can specify a logical operator to use when setting targeting criteria.

Targeting between multiple targeting attributes

OpenX supports inter-attribute targeting, or targeting between multiple attributes. By default, OpenX uses the Match All (AND logical operator) in these cases, which means that all selected attributes must be true. Here is the same example with Location and Language used above, but with Match All (AND) rather than Match Any (OR).

Using Match All as an AND logical operator between targeting criteria

Translates to:

"Target users located in the United States who have a language preference of English."

Typically, OpenX applies only one logical operator for inter-attribute targeting; you are required to select either Match All or Match Any, and you cannot mix the logical operator between different attributes.

Note: OpenX does not support Match Any targeting relationships between content and other targeting dimensions.

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.