Targeting options
Every targeting option in the UluMob campaign form, from countries and devices to sub-IDs and keywords, and how include and exclude rules work.
Targeting lives in three steps of the campaign form: Geo, Traffic and Advanced. Every option starts as "any", which means no restriction.
How rules work
Most options take one rule with three modes:
- Any: no restriction.
- Only these (include): the campaign runs only when the visitor or placement matches at least one value.
- All except these (exclude): the campaign runs unless it matches a value.
A campaign must pass every rule it has. If a value is unknown for a visit, for example a site without a category, it never matches an include rule but passes an exclude rule. Rules from saved source lists attached to the campaign apply on top of the campaign's own rules.
Each rule accepts up to 5,000 values. Matching ignores letter case.
Geo step
| Option | Values |
|---|---|
| Countries | Pick from the list of 193 countries |
| Regions | Region names or codes as the IP database reports them, one per line, for example Ontario |
| Cities | City names, one per line |
Bid floors depend on the countries you include. See Minimum bids.
Traffic step
| Option | Values | Modes |
|---|---|---|
| Devices | Desktop, Mobile, Tablet, Other | Include or exclude |
| Operating systems | Android, iOS, Windows, macOS, Linux, ChromeOS, Other | Include or exclude |
| Browsers | Chrome, Safari, Firefox, Edge, Opera, Samsung Internet, Yandex, UC Browser, Other | Include or exclude |
| Browser language | The visitor's browser language | Include or exclude |
| Site language | The languages the publisher set for the site | Include or exclude |
| Connection | Cellular, Cable / DSL, Corporate, Satellite | Include or exclude |
| Carriers | Carrier names, one per line | Include or exclude |
| ISPs | ISP names or AS numbers (AS9121 or 9121), one per line |
Include or exclude |
Connection, carrier and ISP are not detected on every visit. A visit where they are unknown never matches an "only these" rule, so an include rule here buys less traffic than the same rule on countries or devices.
Advanced step
| Option | What it does |
|---|---|
| Ad-blocker users | Everyone, Without ad blocker only or With ad blocker only |
| In-app browsers | Everyone, Only in-app or Exclude in-app |
| Share of eligible traffic (%) | Bid on only this share of matching requests, from 1 to 100 |
| Only these zones | Zone IDs, one per line. Any ID here makes every other zone ineligible |
| Block these zones | Zone IDs, one per line, never bought |
| Retargeting audiences | Only these audiences or Never these audiences, built with a pixel on your own site. See Retargeting audiences |
| Domains | Sites, for example news.example.org |
| Source IDs | The publisher's traffic source IDs, the value of {subid} |
| Categories | The categories publishers assign to their sites |
| Site types | The type of site a zone belongs to |
| Keywords | Words in the address or title of the page the ad is requested from. Include or exclude, every format except push (a notification has no page) |
Zone lists accept up to 10,000 IDs each.
Audiences rely on a third-party cookie. Safari and Firefox block those by default and Chrome users can switch them off, so an audience reaches fewer people than visit your site. See Retargeting audiences.
Sub-IDs and zones
A zone is one ad placement on a publisher site, with a numeric ID. A source ID (sub-ID) is a label the publisher sets for their own traffic source, and it is passed to you in the {subid} macro. Both show up in reports, which is the easiest place to find values worth including or excluding. See Source lists and blocking.
Practical advice
- Start broad within the countries and devices your offer supports. Narrow with exclude rules once reports show where money is lost.
- Avoid stacking several include rules on a new campaign. Each one multiplies the restriction, and a campaign that matches almost nothing looks like a campaign that is not running.
- Use Share of eligible traffic to slow a campaign down without lowering the bid.
- Use separate campaigns when two audiences need different bids, landing pages or creatives.
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