Cookieless targeting is available to activate on a self-serve basis!
How does it work?
The below steps will allow you to easily set up your cookieless line item:
1. Create the campaign and line item as usual
2. Add targeting through the targeting box of the line item
3. You will now have the option to choose which targeting mode you want to select “Standard” or “Cookieless”
When the Cookieless targeting mode has been selected for a specific line item, users can only select cookieless solutions:
This includes:
A subset of our Teads Audiences’ taxonomy, that only includes cookieless compliant audiences. At this stage this covers a portion of demographic and interest audiences
Our Teads Contextual offering, which is cookieless by design
All other targeting options from Inventory to Technology that do not rely on user IDs : location, websites, device type, brand safety, etc...
This excludes:
Standard (cookie-based) custom audiences
1st party audiences (advertisers 1st segments)
Teads Audiences that haven’t been flagged as cookieless compliant
4. Choose the targeting options from this selection that are most relevant to your brief. For example in the below use case we want to target Males, interested in Entertainment in the US:
Please note that once selected, the planning figures displayed will be based on cookieless signals only, giving you an indication of reach and maximum ad opportunities, see below a further breakdown for each metric:
Ad Opportunities: Estimated daily ad opportunities for your line item considering the country your line item is targeting and all your other targeting criteria. Daily ad opportunities solely requiring user identification (cookies or mobile advertising IDs) are not included in estimations.
Reach: Estimated daily reach for your line item considering the country your line item is targeting and all your other targeting criteria. Daily reach solely requiring user identification (cookies or mobile advertising IDs) are not included in estimations.
The line item targeting box will clearly display if the cookieless option is selected, for further clarity.
Switching targeting types between line items
Please note that when you try to switch targeting modes in the same line item e.g. Cookieless to Standard/ Standard to Cookieless, the line item targeting will be reset (you cannot apply both on the same line item), and you will receive the following alert messages:
If necessary, you can drag and drop/ duplicate the set-up from an existing line item (in order to retrieve the location, brand safety etc…) and switch to the relevant targeting type in the new line item.
Note: once the campaign is live the targeting type is locked in, you cannot switch between Standard and Cookieless once live
Guidance when setting up an A/B Test
An A/B test is simple to set up, and essentially requires ops/ traders to set up a campaign as normal, with 2 identical line items. The difference being that one uses Standard targeting, and the other uses cookieless.
Below are some important rules to remember for your A/B standard v cookieless set up:
1 - Both lines should contain the exact same set up from geo, pricing, dates, creatives etc... the only difference should be that one line item uses Standard targeting and the other uses Cookieless options (having all other parameters remaining the same allows for a fairer A/B test)
2 - Targeting options applied should be mirrored in each line item where possible, e.g. age standard vs age cookieless/ interest standard vs interest cookieless (using the same age/ interest criteria). The exception would be if applying interest on one line item vs context on another line item
3 - When applying your targeting to each line item, try to have as close to the same reach as possible on each (one should not be significantly high and the other very low in scale)
4 - We advise to start by applying a 1/ user/ lifetime capping across the campaign to avoid targeting the same users across each line
5 - Reports can be pulled per line item (as per usual TAM reporting) in order to see performance against your Cookieless line vs Standard targeting line. We therefore, recommend to label each line according to make it clear and simple to navigate when pulling a report. E.g. One line item should contain "Cookieless" in the naming, and the other should contain "Standard" in the naming
