Inventory Targeting

When setting up a Line Item, a key task is defining the targeting parameters. Effective targeting positions your creatives so that ads appear in front of audiences most likely to be interested in the featured product or service. By applying audience data through these settings, the DSP lets advertisers fine-tune delivery and make the most of their budgets, ensuring ads run in the most strategic and cost-effective way.

  1. App & Site: Include any string in this field. Note: Application Names may be masked per the publisher’s request

  2. Content: Content targeting is typically used to include/exclude particular content ratings or language of the page content:

  1. Device:

  1. Environment

    4.1 Ads.txt: Ads.txt improves transparency and security by allowing publishers to publicly list the companies authorized to sell their ad space via txt file

    • Authorized - Direct: The domain or app allows advertising from this exchange & publisher ID combination directly.

    • Authorized - Reseller: The domain or app allows advertising from this exchange & publisher ID combination as a reseller.

    • Unauthorized: The domain or app does not allow advertising from this exchange & publisher ID combination.

    • Unknown: The domain or app bundle ID or publisher ID is missing in the bid request.

    4.2 API Framework:

    4.3 Environment Type

    4.4 Interstitial: Select "Is Interstitial" if you want to only target Interstitial placements. Interstitials are common in mobile app environments but can also be utilized in desktop and mobile web environments.

    4.5 Interstitial Type:

    4.6 Native Layout: Describes layout targeting only available on native line items. 
    Note: This targeting type is only available for certain exchanges and is not passed on all native bid requests, so usage of it may limit traffic.

    4.7 Rewarded: Rewarded Video is a type of video ad unit that the user opts into watching in exchange for in-app rewards. Rewarded video ad units are non-skippable and are typically 15-30 seconds long. This type of unit is a non-intrusive, user-centric ad experience that can also include a dynamic end card to increase engagement.

    4.8 Top Frame (NOT iFrame): TopFrame inventory is where the ad slot is NOT in an iFrame. Top frame targeting can be useful in cases where the creative does not interact well in iFrame environments. Excluding TopFrame is equivalent to targeting iFrame only and vice versa.

  1. Exchange

    • Auction Type: Describes whether the Auction Type is first price or second price

      First Price: The highest bidder wins and pays their full bid

      Second Price: The winner pays just above the second-highest bid

    • Inventory Sources: Available inventory sources.

  2. Geo

    • Country: Country of the user.

    • Lat. & Long. Present: include or exclude Lat. & long. coordinates present

    • Location Type:

    • Metro: Metro code of the user. Metro codes are similar but not exactly the same as Nielsen DMAs.

    • Region/State: Region of the user. Includes states in the U.S. and regions internationally.

  3. Security: These parameters are enabled by default:

    • Arbitrage: CPC-to-CPM arbitrage can inflate your costs without real user interest. By analyzing the referrer of every request, we detect and block arbitrage traffic at the source

    • Crawler Exclusion: Crawlers can wreck campaign metrics. Aidem’s updated list of user agents, IP ranges, and ASNs linked to crawler activity blocks these requests at the DSP edge, preventing them from skewing your data.

    • Datacenter Exclusion: Using a daily updated list of IP ranges and Autonomous System Numbers (ASNs) owned or used by datacenters, we systematically block bot traffic at the DSP edge—shutting out server farms that artificially inflate impressions.

    • In-App Web Views: Crawlers can wreck campaign metrics. Aidem’s updated list of user agents, IP ranges, and ASNs linked to crawler activity blocks these requests at the DSP edge, preventing them from skewing your data.

    • Invalid Auction Data: Inconsistencies in request fields—like mismatched domains or pages—are instantly flagged. We ensure that the data you see reflects genuine, coherent ad requests.

    • Proxies Exclusion: Similar to our VPN strategy, Aidem tracks and blocks known proxy server IP ranges and ASNs. This closes another loophole that can be used for fraudulent traffic.

    • Residential Proxies Exclusion: Residential proxy providers mask bot activity behind household IP addresses. We combat this by proactively blocking exit nodes associated with residential proxies to protect your campaigns from hidden invalid traffic.

    • Rewarded Content: Aidem blocks impressions generated by rewarded or incentivized views, preserving the integrity of your metrics and protecting against disingenuous user engagement.

    • VPN Exclusion: By maintaining a regularly updated database of VPN-provider IP ranges and ASNs, we eliminate the anonymity layer that fraudsters often exploit, keeping your traffic real and verifiable.

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