Targeting Capabilities

First and foremost, we always start with contextual relevance for the content that brands syndicate through our platform. Through Nativo's partnership with Grapeshot, each of our publisher sites is categorized based on keyword analysis down to the page level. When a user selects the Travel category for example, their content may appear on a News site, but it will appear on a travel-specific page of that news site, surrounded by other travel content.

Leveraging contextual relevance, we ensure that users are exposed to advertiser content at exactly the moments when they are seeking out similar information, maximizing user interest and engagement.

For each campaign, we recommend that advertisers select 3-4 contextual targeting categories that most closely align with the content they will amplify, serving up their content in relevant locations across premium publisher sites.

Categories Include:

We offer the advertiser full control to include/exclude specific publications from rotation. We recommend running on a minimum of 200 sites to take full advantage of the platform’s machine learning capabilities and its ability to optimize towards the top placements, maximizing performance.

You have the ability to build and target custom audiences leveraging Nativo's conversion and retargeting pixels, which capture cookie pools of highly engaged users or prior converters. This is an effective way to build qualified audiences and reach users throughout the funnel, first prospecting to introduce users to the brand messaging and educate them on brand offerings, then surfacing direct call-to-action messaging to drive continued interest.

Find full details on Retargeting audiences Nativo Conversion Pixels | Nativo Help Center.
Find full details on Conversion audiences Custom Audiences & Retargeting | Nativo Help Center.

Additional Fee Applies for Budgets Leveraging Data Targeting

Data targeting enables advertisers to hone in on key audiences when targeting a niche user base. [View our full list of audience segments here.] (https://nativo1.box.com/s/mezzckhnun376roq18pmmeibjameva8m)

Data targeting comes with an added fee, reflecting what it costs Nativo to purchase this data on your behalf. For this reason, we recommend testing it out on a small percentage of the overall campaign budget if needed, gauging performance, and shifting budget as the campaign progresses to the top-performing targeting tactic.

When adding audience segments to a campaign, we recommend selecting as many audiences as are relevant from a variety of data sources, focusing on audiences with large cookie counts to maximize scale and improve the platform's ability to optimize towards high-performing content and placements.

When leveraging data targeting especially, we always recommend running an Inventory Forecast | Nativo Help Centerto ensure that there are enough available impressions to deliver your budget in full given your other targeting and flight parameters. In the event you are unable to reach your desired scale with data targeting, we recommend a few alternatives to boost delivery and performance:

Nativo Predictive Audiences (NPA) leverage a vast amount of data on the most highly engaged consumers across various verticals to identify users based on attributes not tied to a cookie, such as context, demographics, device, etc. With the use of these segments, you can reach your target users without relying on dwindling cookie-based audiences.

After navigating to the Nativo Predictive Audience tab you will see default audiences based on all advertiser verticals. Each advertiser vertical will have 2 audiences derived from different consumer consumption habits (clicks vs engagements).

When adding NPA segments to a campaign, we recommend selecting any/all relevant audiences to maximize scale and improve the platform's ability to optimize toward high-performing content and placements.

To start, it is recommended that you select all relevant audience "Engagements". Depending on your campaign's goal and if you would like to add more scale, you can select both "Engagements" and "Clicks".

We recommend that you create a separate budget for Nativo Predictive Audience (NPA) targeting to maximize scale. If you select NPA, contextual and/or other data segments within the same budget, you may limit your reach and not be able to deliver in full.

Currently we are unable to predict the estimated inventory available for Nativo Predictive Audiences (NPA). If you click "Check Inventory" on a budget that has NPA targeting you may see no impressions available or an alert that says “Audience selection is limiting delivery by 100%”. This is not correct and will be fixed in the platform soon.

Nativo has a direct integration with several Data Management Platforms that enables advertisers to pass their 1st party segments directly to our platform for targeting owned audiences. This includes: Adobe, Lotame, LiveRamp, Neustar, Oracle Bluekai, Salesforce CDP.

For details on the Seat ID to transfer data segments, please contact your Platform Operations Manager.

For U.S. nationally targeted campaigns looking to hone in on specific audience demographics (age, HHI, gender, ethnicity, education level, family size, etc.), we recommend tapping into the robust set of U.S. census data Nativo has available to target key zip codes that over-index against the brand's desired attributes.

Dedicating a portion of the campaign budget to national targeting and a portion to selective zip code targeting is a cost-free way to maximize the number of potential users reached within the client's target demographic.

Work with your Platform Operation Manager to generate a list of qualified zip codes for targeting.

Powered by Grapeshot, brand safety parameters are included by default on every campaign to exclude 7 key brand-sensitive categories. Additional sensitive categories can be excluded as needed.