Audience segments

Last updated on August 5, 2015

Tip: Audience segmentation is not enabled for all accounts and requires special configuration. For details, contact your OpenX account manager.

Audience segmentation provides the following benefits:

  • Publishers can define groups of end-users that their advertisers are interested in.

  • Advertisers can specifically target these users.

  • Advertisers can reach the users most likely to respond to their message.

  • Publishers can charge a premium for this ad space.

If audience segmentation is enabled for your account, you can create OpenX audience segments for publisherAn account type that represents a business with ad space to sell. and network accounts. You then place the beacons on your webpages where you want OpenX to subscribe users to segments. These segments will then be available for targeting by advertisers within the network structure.

OpenX also allows integrations with data management platforms (DMPs), such as Krux. If Krux has been integrated for you, then you can select Krux audience segments when setting up targeting in line items, Private MarketplaceThe packaging, offering, and selling of high quality inventory to a limited set of buyers. Abbreviated as PMP. deals, and more. Contact your account manager for more details.

How audience segmentation works

Users are assigned to audience segments through code snippets (or "beacons") that communicate with OpenX Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats.. When a user browses to a webpage that has an audience segmentation beaconAn element on a publisher’s website that is invisible to users while it gathers information. AKA “tracking pixels.”, their browser sends a request to OpenX Ad Server to assign the user to the segment referenced in the beacon. End-users remain subscribed to the segment for the duration of the segment's expiration window (maximum of 90 days), which is based on either the first time or the most recent time the end-user triggers the beacon.

When ad traffickers set up their orders in OpenX and create line items, they can target the audience segments they are interested in. OpenX extends reporting to include two audience reports, which you can generate to provide information about your segments' performance. For billing, you can manually include an additional parameter in your segmentation beacons to identify the sources of your segmentation beacon calls.

When you set up audience segments, be sure to consider:

  • Your strategy for assigning users to segments. Will you be using this segment for advertiser re-marketing, exchanging audience data with a third-party data provider, or possibly synchronizing your own user profile data with the ad server? Your strategy will influence the expiration settings and other attributes of a segment.

  • What accounts you want to create the audience segments for. Do you want to create audience segments for a network? Or do you want the segment to belong to a single publisher account? The account that you create an audience segmentA group of users with similar traits or characteristics. for determines how many users are eligible for a particular segment, and what advertisers are able to target the segments.

This topic applies to Ad Server. This topic applies to Programmatic Direct.