Retarget households that saw your ads
Build segments of households that viewed, half-watched or finished your ads, and reach them again from a line item.
A retargeting segment is a list of households built from how they responded to your own ads. Add it to a line item to reach them again, with a different ad or a nudge.
Steps
- Open Retargeting and select New Segment.
- Optionally enter a Segment Name. A name is made up if you leave it blank.
- Choose the Signal (see the table below).
- Choose the Lookback Window and Min Occurrences.
- Choose the Mode, Reached signal or Missed signal (see below), then select Create Segment.
- Open a line item, go to its Audience tab and tick the segment under Retargeting Segments. See Line items and targeting.
Signals
| Signal | Households that |
|---|---|
| Viewed | Had your ad appear. The widest list. |
| Partial 50% | Watched at least to the midpoint. |
| Partial 75% | Watched at least three quarters. |
| Completed | Watched to the end. The narrowest, strongest list. |
The lookback window runs from 7 days to all time, and counts at most the last 90 days. Min Occurrences sets how many times a household must have triggered the signal.
How a segment is kept up to date
- It is built when you create it, and rebuilt every 30 minutes.
- It is made only from your own ads. Households LtvAdx cannot identify, traffic that fails quality checks, and households that opted out are left out.
- Extend adds the households that triggered the same signal most often but are not in the segment yet, up to two, three or four times its size. These are your own viewers, not a model of similar households. Select Create Extension. A Missed signal segment cannot be extended.
Reached signal and Missed signal
Reached signal lists the households that reached the signal. Missed signal builds the opposite list: households that saw your ads but did not reach the signal. For example, Missed signal with Completed gives you households that saw your ad and did not finish it.
Both are lists to reach. A line item that uses a Missed signal segment shows only to the households in it. Neither mode keeps households away from your other line items: LtvAdx has no way to exclude a list of households from a line item that targets everyone.
What has to be true to deliver
- The segment needs at least 1,000 households before you can add it to a line item.
- The publisher of the channel must allow audience data. On other channels the line item does not serve.
- LtvAdx must identify the household on that ad request. Viewers who opt out, or are on children's channels, get contextual ads only.
If something goes wrong
- The segment reads Building for a while after creation, or Error. Wait for the next rebuild. If it stays in Error, contact support.
- The segment is not in the line item list: it is below the minimum size, or still building.
- A line item with a retargeting segment serves nowhere: open its delivery check. It shows channels whose publisher has not allowed audience data.