Overview

Semantic and performance targeting lets you target the following types of segments:

• Semantic segments: Inventory that shares specific semantic contextual characteristics. Examples include the following:  
  • Language segments: Segments containing pages in a given language.
  • Standard segments: Industry-standard segments corresponding mainly to the IAB taxonomy.
  • Custom segments: Custom semantic segments created by Equativ upon request.
  • Brand safety: Segments that exclude content that might be harmful for a brand's reputation. 
• Performance segments: Inventory where specific KPIs can be expected in terms of user attention, user interaction, or engagement. Examples include the following:
  • Viewability segments: Segments with viewability rates above a specific threshold. 
  • High-attention segments: Segments based on predicted calculations of end users' attention scores.
  • CTR shield segments: Segments where a click-through rate above a specific threshold can be expected. 

Access

To access semantic and performance targeting, select Media Planning from the navigation menu. The semantic and performance targeting options appear in the Data marketplace section of the Targeting panel.

You can also access semantic and performance targeting directly from the line item page. For more information, see Create line item: targeting.

Configure semantic segment targeting

To configure semantic segments, do the following:

1. In the Targeting section, expand the Data marketplace tab.
2. Click + Add semantic and performance segments.
3. In the Semantic and performance segment targeting dialog, expand the providers of the segments, and then select the desired segments. Above the segments tree, you can view the Avails and Median CPM metrics, which update each time you select a new segment. Additionally, you can view the Avails and Fee for each individual segment in the tree view.
4. Click Apply.

Each time you change the semantic and performance segments, inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights.

Costs of semantic and performance targeting

Segments provided by Equativ, such as Language, Standard, Custom, or CTR shield, are usually free of charge.

Segments from third-party vendors come with a CPM-based fee indicated next to each displayed segment in the tree view. Once segments are selected, the Total cost is indicated for full transparency.

Manage segments

You can manage the semantic and performance segments with the following options:

• Reorder segments: To change the order of your segments, drag and drop them.
• Change the OR/AND relationship: To change the operator, click it.
• Exclude segments: To exclude selected segments from your targeting, use the toggle on the right.

Each time you change the semantic and performance segments, inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights.

CTR shield segments

CTR shield segments are click performance segments, provided by Equativ as part of its performance targeting offer. They let you target placements where the ads are expected to achieve a minimum of a specific click rate. The segments aren't based on a predictive algorithm but on the history of the last 7 days.

Ensure that you select only a single CTR shield segment.

If you combine CTR shield segments with other semantic and performance targeting segments (for example, Language segments), the segments are joined with the OR operator. Check the operators, and change them to AND as needed. For more information, see "Manage segments", earlier in this document.