Campaign Planning

This article provides a comprehensive guide on leveraging our Planner tool to effectively plan your campaign.

Updated over a week ago

Introducing the Planner

The Planner - available under the "Data Management" tab - is a tool to help plan for campaigns. Access multiple targeting dimensions and combine them directly in the Live Planner to assess estimations ahead of campaign launch. It also comes with a “save and retrieve” function, letting you save a plan, and later implement your targeting into a line of a branding campaign. With this advanced planning tool, it only takes a few seconds to estimate the scale of any targeting combinations.

How to Use the Planner

1. Go to the Planner section within the Data Management tab.

2. Select New Plan to start creating a targeting scenario

Note: If your seat is eligible to Connected TV, you will see two options when clicking on "New Plan":

  • Web & Mobile App: plan to deliver video and display ads on web (mobile & desktop) and mobile applications.

  • CTV: plan to deliver your video ads on Connected TV.

The below instructions are for the Web & Mobile App type of plan. CTV plans have a specific set of targeting options. Reach out to your local Teads support for more information or contact us via Intercom.

3. Choose the relevant targeting mode in the planner. You can choose between Standard and Cookieless targeting modes.

  • By selecting Standard targeting mode, you will be able to view all targeting options available at Teads and planning figures will show full potential reach available

  • By selecting Cookieless targeting mode, you will be able to only view 100% cookieless targeting options at Teads. Planning figures displayed will be 100% cookieless (meaning that Ad opportunities or Teads IDs solely relying on user identification, such as cookies or mobile advertising IDs, are not included in estimations)

Note: once you select a mode, don't forget to add a plan name so that you can save your targeting later.

4. Select your location

  • Country, Region, Metro and City are targetable under Location name

  • Zip Code targeting is accessible through Add Postal Codes In Bulk

Note: By default, all locations are selected. Narrow down the geo-targeting by selecting "Let me choose"

  • Plan for multiple countries at the same time. When you select multiple countries in the location field, you will be able to view and export the breakdown of each country that you have selected by selecting Show by Country under the planning estimation figures on the right-hand side

5. Select your Audience or Contextual targeting

Standard targeting Options

Leverage all targeting solutions available including those that require user identification (Cookies, Mobile Advertising IDs). This includes:

  • Teads Audiences

  • Custom Audiences

  • First Party Audiences

  • Contextual Targeting

You can view the planning gauge on the right hand side of the page to understand if your Cookieless potential is low or sufficient:

  1. Click on the arrow beneath the Planning figures to view more details

  • Cookieless: Sufficient - means your targeting set up has a sufficient volume of targetable Cookieless Ad opportunities

  • Cookieless: Low - means your targeting set up is heavily Cookie-based and does not use enough Cookieless Ad opportunities

Note: Teads Cookieless Gauge in the standard targeting mode will provide you with the tools to make informed and strategic targeting decisions in preparation for a Cookieless world.

2. Click Benchmark for Selected Location to see the general ratio of inventory with ID supported vs without ID supported at location level (benchmark). Not considering any targeting criteria applied.

Note: Cookieless inventory is inventory that doesn’t support user identification for technical or legal reason (cookies, Mobile Advertising IDs).

Cookieless targeting Options

  • Leverage targeting solutions that do not require user identification (Cookies, Mobile Advertising IDs).

  • Target a subset of our Teads Audiences’ taxonomy, that only includes Cookieless compliant audiences, Cookieless translated custom audiences, or Contextual segments (which are Cookieless by design)

Note: This excludes:

  • Standard (Cookie-based) custom audiences

  • 1st party audiences (advertisers 1st segments)

  • Teads Audiences that haven’t been flagged as Cookieless compliant

All other targeting options from Inventory to Technology that do not rely on user IDs : location, websites, device type, brand safety, etc will continue to appear in this mode

Note: Once targeting is selected, the planning figures displayed will be based on Cookieless signals only, giving you an indication of reach and maximum ad opportunities


  • Gender & Age: age/gender automatically creates an "AND" logic when audiences from another category are applied.

  • Audiences: add audiences from other categories (Sociodemographic, Interest, Intent, Past Purchases) by browsing through the category or by typing it in. Narrow up to two levels or exclude when needed.

  • Audience and Contextual targeting combinations create an AND logic

6. Select other targeting options required, such as:

  • Language

  • Brand Safety/ Brand Suitability

  • Websites (site list, category, or tier)

  • Technology

Caution: Keep in mind that every targeting option you choose at each stage will act as filters, and will result in reduced inventory. Always refer to the estimated reach to validate feasibility.

Additional Features:

Reach figures explained

After defining your audience, the Planner provides visibility on estimated Teads ID's and ad opportunities on a daily or monthly basis.

Matching Teads IDs: Teads IDs are used to define our reach figure. Teads IDs are associated with browsers or devices, not people. If a person uses multiple devices, such as a phone, a tablet, and two different browsers on a laptop, each device or browser is identified separately. Similarly, if people share a computer or a device, a single Teads ID might represent multiple people. So if someone views your ad in Chrome, then visits your website in Firefox, Teads will have no way of associating the ad impression with the visit of your site, even though both events took place on the same computer.

Estimated Ad Opportunities:‌ Estimated Ad Opportunities refers to the maximum potential opportunities to deliver an ad. This is not a reflection of deliverable impressions, as the estimation is unable to account for competition/price/frequency capping etc.

Note: When these figures are displayed in the Cookieless mode they do not include Teads IDs or Ad opportunities that solely require user identification, such as Cookies or Mobile Advertising IDs

Tip: The planner will highlight the Reach in Blue, Orange, or Red depending on the scale.

Save and Retrieve Function

Once you have created a plan, you will have the ability to save it, download the targeting scenario, and implement the saved plan into a campaign line item.

  • Save - this allows you to save your plan for later reference or use in a campaign.

  • Download - download an excel sheet with an overview of the targeting scenario you have created

  • Reset - restart your targeting plan, from scratch.

  • Cancel - cancel any changes you made prior to saving.

As a planner, this "save and retrieve" function will help you save time by giving you the option to:

  • Save drafts of plans. Work is no longer lost and you can make changes at a later time.

  • Create your own library of targeting plans.

  • Let other members of your seat review targeting plans

As a trader, you can save a significant amount of time by being able to import existing targeting plans into campaigns.

Caution: Any changes made to a plan will not be applied to campaign lines that used the plan import function. If you want to change targeting on a running campaign, you must do so within the campaign setup and not through the Planner.

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