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Ad Serving and Tracking Data Segment Builder

Ad Serving and Tracking Data Segment Builder empowers you to collect the data from all user actions: impressions, clicks, events and tracking points.
By building segments out of this data, you can create high quality audience based on the wealth of rich data points and deliver explicitly precise user (re)targeting. 

For Agencies For Publishers
Agencies can enhance the retargeting possibilities or use their own data from one campaign in other campaigns. Publishers can use Adform Site Tracking at full scale and then use this tool to build segments based on the own rules and gathered data. 
The simple example is that instead of targeting those who just saw the Ad (impression retargeting), you can target those who saw the Ad when it was loaded X% and user saw it Y seconds, or user saw the ad at least Z amount of times within N number of days. Or target those clickers who also visited that tracking point and perform some actions on the page (activation based on variables etc.). 

You’ll be able to create increasingly complex audience profiles, making the site’s ad placements more valuable to advertisers and allowing to earn higher CPMs. Also, with Audience Extension feature you can use small, but precise audiences to find other audiences with the same behaviour or consumption patterns across your properties. 

Good Practises:
  • Clicked (campaign) and not visited conversion page - users who showed interest, but did not convert.
  • Visited several tracking points, but did not make a conversion - users who are aware of the brand, but are not converters.
  • Made an impression on a tag on a specific domain - users who visit specific websites / types of pages.
  • Clicked a tag on a search campaign - Adwords clickers for campaigns synced with Adform.
Good Practises:
  • Visited specific tracking point - users who have similar interest or intent.
  • Extend Audience of specific interest or intent and sell an audience beyond collected segment. 
  • Visited tracking point with variable included  - users who represent particular age group, country, product interest, basket size, etc. 

 

Ad Serving and Tracking Data Segment builder is only available if Master Data service is enabled. For more details about ordering Master Data service, contact sales@adform.com. Contact audiencebase@adform.com to enable Ad Serving and Tracking Data Segment builder.

 

  • How to create a segment?

    In order to build such segment, go to the Segments tab and, when creating a new segment click the Advertising Builder icon Ast Icon, which is placed on the right side of the rows.

    Ad Serving and Tracking segment builder can not be applied on the existing segments. 


    Once a new page is opened, follow steps below : 

    1. Select Advertiser (required).
    2. Choose days from 1 to 14 (required). It indicates of how many days before collected data must be included into segment.
    3. Add predicate.
    4. Choose transaction type and data source.  

    Ast 1 

     

     

     

     

     

     

     

     

    Up to 300 different predicates are allowed for one segment. Not limited amount for the rules added for the same predicate.

     

    For non-numeric data source could be selected one of a filter conditions : "is", "contains", "match", "is not empty". 

    • Is - filtered value must be equal to the inserted value (exact match, case sensitive). 
    • Contains - filtered value must contain, somewhere within it, the inserted value.
    • Match - filtered value must match the inserted value, regular expression. 
    • Is not empty - include all not empty values.
    Filter condition Inserted Value Possible Values Filtered value
    Is Adform Adform, DNA adform, adformish, adforms, banana Adform
    Contains Adform Adform, DNA adform, adformish, adforms, banana Adform, DNA adform, adformish, adforms
    Match Adform Adform,DNA adform, adformish, adforms, banana Adform, adformish, adforms
    Is not empty  - Adform, DNA adform, adformish, adforms, banana Adform, DNA adform, adformish, adforms, banana

    For numeric data could be selected one of a relational and equality operators

    Comparison Operator Equality
    < less
    <= less or equal
    = equal
    >= greater or equal
    > greater
    is not empty include all not empty values

     For availabale to choose values could be selected one of a filter conditions : "is", "in", "is not empty". 

    Filter condition  Equality
    Is exact match, case sensitive
    In multiple selection
    Is not empty include all not empty values

    Rules between predicates :

    • And – used to narrow the audience. If the “And” rule is set that means users must belong to all the specified segments.
    • Or – used to broaden the audience. If the “Or” rule is set that means users can belong to any of the specified segments.
    • And Not – used to narrow the audience. When the “And Not” rule is set that means users must not belong to the excluded segments.

     

     

  • Real Time vs. Scheduled delivery
    Ad Serving and Tracking segments are split into FAT and THIN, based on the condition if calculations in processing is required or not. 
    Real Time (Thin) Ast Realtime Scheduled (Fat) Ast Sheduled
    Impressions, Clicks, Banner Events, Tracking Points, Tracking Points Variables, etc. Visibility, Session time, etc.
    Executed in Real Time  Executed up to 24 hours

    Logical function between predicates : "Or" ;
    Any logical function inside predicate rule

    Logical functions between predicates : "And", "And Not"

    Real Time segments are first time calculated based on schedule (to execute heavy historical data query) and later are populated with data in Real Time. Based on statistics, 9 out of 10 Ad Serving and Tracking segments are thin segments (and as a result are processed in Real Time).