Customized Targeting Options
Targeting on DSPs using Bespoke Options
The Trade Desk offers a variety of additional targeting options that enable us to create specialized targeting programs for our clients. Some examples of custom targeting parameters include:
- Temperature Targeting
Using real-time weather data, we can target ads to run when the local weather reaches specific temperature ranges. This targeting technique uses real-time weather data that’s collected around the world by OpenWeatherMap. Temperature targeting allows advertisers who may see demand for their products fluctuate based on weather conditions. For example a heating and cooling company can increase or decrease their advertising volume during peak periods of awareness — either temperatures below freezing, or above 100 degrees.
- Weather Event Targeting
In addition to Temperature Targeting, we can also target based on other predicted weather events like snow, rain, fog, smoke, squalls and thunderstorms.
- Household Extension™
Allows us to expand targeting to every device on a user’s IP address in one location, broadening the campaign reach. This allows us to target the same person on multiple devices or new people in the same location.
- Cross Device Targeting
The average consumer uses at least three devices. We can employ cross device targeting, to target that consumer across their entire connected journey, which allows us to more efficiently manage our frequency of delivery, control the cost of media and more effectively capture conversion events.
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