Behavioral Targeting (also referred to as Profile Targeting) enables Publishers to offer specific inventory to Advertisers by allowing them to target ads to user behaviors.

How it works

There are two ways to use this feature.

  1. Build a cookie pool by giving activity tags to multiple publishers
  2. Retarget users by giving activity tags to advertisers

Create an Activity for each user behavior that Advertisers would like to target. Then you can send the Publisher or Advertiser a 1×1 pixel that will track user behavior and allow ZEDO to serve the ad when appropriate. You can also set an Activity Score to help determine the user’s level of interest for an activity.

Prerequisites

Your account must have Profile Targeting enabled. Please contact your Account Manager or Support if you do not see the Profiles tab.

In order for Behavioral Targeting to be effective, a user’s browser must be cookie enabled.

Implementing Behavioral Targeting

The implementation of Behavioral/Profile targeting is simple:

  • Define behaviors/activities in ZEDO
  • Generate and send activity tags
  • Target ads to activities

Define Activities

Publishers must establish the type(s) of user an Advertiser wishes to target. For example, one Advertiser may want to deliver specific ads to anyone who has an interest in iPods or Music. In the case of retargeting, the Advertiser wishes to target any user that has visited Honda.com. The Publisher can then create Profile Targeting Activities associated with each interest.

To create an Activity:

  • Click the Profiles tab
  • Click the View Activities link
  • Click the Create Activity button
  • Enter the Activity Name
  • Set Activity Lifetime (cookie lifetime). Note: this is not enabled for all accounts. If you want this feature and don’t see it, contact Support.
    • Lifetime can be from 1-99 days
    • Note: If this is not enabled, or if you don’t set a cookie lifetime, the default lifetime is 365 days.
  • Click Submit 

Generate Activity Tags

To generate an Activity Tag

  1. Click the Profiles tab
  2. Create the Create Activity Tags link
  3. Select an Activity
  4. Define the settings for the tag 

The options for setting up Activities are:

Dropdown Selection Functionality
Activity List of all available Activities Designates Activity to create tag for
Change Type Replace Cookie will be replaced each time user is found
  Increment Increase cookie score by X on subsequent views
  Decrement Decrease cookie score by X on subsequent views
  Erase Delete cookie on subsequent views
Score Value Number value from 1 to 999 Amount by which cookie score will be increased or decreased on subsequent views
Tag Type IframeTag Generates a 1×1 Iframe tag
  1×1 ImageTag Generates a 1×1 image tag. (Not activated for all accounts.)

The system generates both a secure and a non-secure tag.

You can either save the tags to your computer or email them directly from the form.

Place the Activity Tag

Once the activity tag has been placed, users who visit that page will be cookied. On subsequent visits to the page, the user’s cookie will be updated (incremented, decremented, or erased) per your settings (Change Type and Score Value).

Setting Activity Cookies

Activity Tags are used to set Activity Cookies on the user’s system.

  • Activity Tag can be placed directly on the webpage
  • Activity Preference can be set while trafficking ads
  • You can use both methods

If you want to set cookies on users who see or click on the ad, set this preference when trafficking the ad. This is just above the Ad Placement section of the Create Ad UI.

Note: If you do not select one of these options, the cookie will not get set.

Targeting Ads to Activities

When trafficking ads you can target specific Activities.

Target activities in the Profiles Tab of the Targeting section.

  1. Select the logical operator (optional)
  2. Select the activity
  3. Set the score value(s) for which the ad will be served (optional)

Serving Activity Targeted Ads

When the ZEDO system receives a request for an ad, it looks for Activity cookies. If the cookies are found, ads targeted to the appropriate Activities are served. ZEDO also offers an option to set Activity Scores, which decides which of the available Activities should get preference for a particular user.

Functional Specifications

  • Ability to manage the Activity tag preference using Activities Ranking System.  If an Advertiser is paying a high CPM for ads targeted to users who have an interest in Travel, Activities Ranking will enable the Publisher to increase the rank of the Travel activity so that if a user has “Travel” and “Ipods” written to the cookie, they will see the ad targeted to the Travel activity and not the ad targeted to the Ipod activity.
  • Ability to read cookie and include keywords in ad requests using APIs to get most relevant Yahoo Publisher Network (Overture) type text ads for each individual visitor.
  • Ability to utilize unstructured data for Profile Targeting. Unstructured Profile Information and Contextual Targeting – Contextual Targeting can sometimes find valuable information about a user from unstructured information that the user is reading or writing. This unstructured information includes Blogs or comments that the person has written or is reading. ZEDO’s Profile Targeting is designed to integrate with 3rd party Contextual Targeting platforms. The keywords that the Contextual Targeting system discovers will be converted to Activity IDs and these will be written into the cookie. This allows the Publisher to use the contextual engines to determine important interests of a user and then serve relevant ads to that user on that page or on any other page that the user visits, in the next few months.

Constraints

  • Only 10 Activities can be active at one time. Only 1000 Activities can be created in an account.
  • ZEDO stores 10 Activities per cookie. If a cookie setting tag attempts to set the 11th Activity, the cookie setting tag will delete the Activity with the lowest rank from the cookie so that only the most valuable Activities are stored per user.

Contact Support with questions or comments.

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