Targeting and Bidding
Targeting controls which bid requests a campaign responds to. The more specific the targeting, the higher the match quality but the lower the volume.
Targeting Options
| Option | Description | Example Values |
|---|---|---|
| Countries | ISO 3166-1 alpha-2 codes | US, GB, DE, JP |
| Ad formats | Which formats to bid on | banner, video, native, audio, interstitial |
| Devices | Device types | desktop, mobile, tablet, ctv |
| Genres | Content categories | news, sports, gaming, entertainment |
| Publishers | Specific publisher allowlist | By publisher ID or name |
| Hours | Hours of day (UTC) | 9-17 (business hours) |
| Weekdays | Days of week | mon-fri (weekdays only) |
| Deal IDs | Target specific PMP or PG deals | deal_abc123 |
Setting Targeting in Broker
- Open a campaign from Demand > Campaigns
- Click the Targeting tab
- Add or remove targeting criteria
- Click Save
Each targeting option narrows the eligible inventory. Leave a field empty to match all values (e.g., empty countries = worldwide).
Setting Targeting via Chat
“Target Summer Video US to mobile and CTV devices only”
“Add Germany and France to the Axis EU campaign”
“Restrict Example Campaign to weekdays 9am-6pm UTC”
“Only bid on deal_xyz123 for the PG campaign”
Bidding
Campaigns bid between base CPM and max CPM. The exchange runs second-price auctions, so the winner pays the second-highest bid plus $0.01, not their full bid.
| Field | What It Controls |
|---|---|
| Base CPM | Starting bid for standard inventory |
| Max CPM | Absolute ceiling, never bid above this |
| Daily budget | Stops bidding when reached, resets at midnight UTC |
| Total budget | Lifetime cap, campaign pauses permanently when hit |
Tips
- Start broad and narrow down. Launch with country-only targeting, then add device or genre filters after seeing performance data.
- Use deal targeting for premium inventory. PMP deals give you priority access at negotiated floors.
- Set max CPM at least 20% above base CPM to stay competitive in auctions without overpaying.