Targeting is used to aim your campaigns or ads at a specific audience. Please contact AmperWave Support to get connected with sales for details and pricing information on Geographic, Device, Source or Advanced targeting.
Note: Ads within a campaign are, by default, set to the targets defined at the campaign level, but can be overridden on an ad-by-ad basis if desired.
Station Targeting
The Station Targeting section lets you select which radio stations run the ads in the campaign.
Geographic Targeting
Geographic targeting (geo-targeting) enables targeting an ad by the geo-location of the user. Users can be targeted by DMA or country. Our geo-targeting functionality relies on each user’s IP address. We determine the geographic location of the user using the IP address and geo-database partners that map IP address to geographic locations.
Due to various reasons such as VPNs, proxies, and recycling IP addresses, these lookups cannot be 100% accurate.
Note: Geo-targeting requires station targeting to be enabled as well, to specify the stations that will run the geo-targeted ad.
Device Targeting
Device Targeting lets you target specific devices such as mobile apps and desktop computers. Our device targeting functionality relies on a specific identifier from each user’s device called a “User Agent.”
These User Agents are typically unique for each type of device. For example, Apple iPhones have a unique User Agent as compared to Android devices.
Unfortunately, some providers do not have unique User Agents and some users may change their User Agents. We can’t account for all of these situations, which means device targeting is not 100% accurate.
Source Targeting
Source targeting lets you target ads by different sources, and relies on the source tags that are added onto your streaming links when you distribute them to the various players that serve your streams. A source targeting tag looks like this:
http: //stream.amperwave.net/playlist/entercom-knrkfmaac-64.m3u?source=tunein
In the example above, if you would like to run an ad that only targets your TuneIn users, you’d add “tunein” to the source targeting section of the targeting menu. Keep in mind that this source parameter can be set to anything you want.
This also gives you more granularity for sources in reporting.
Advanced Targeting
Advanced Targeting also known as Advanced Audience Targeting lets you target ads with great precision using information gathered from 3rd party tracking services. It allows you to create a specific targeted audience tailored to your advertising client's needs.
Advanced Targeting is very similar in principle to the standard targeting systems in AmperWave Streaming. Rather than relying solely on connection and stream request properties, Advanced Targeting relies on third-party tracking and third-party demographic and behavioral information providers.
Third-party tracking data is integrated seamlessly into AmperWave Streaming on the Targeting screen just like the standard targeting system.
Note: There is a charge for Advanced Targeting use based on the audiences you select.
There are more metrics available to track beyond the ones on your Targeting page. Third party trackers collect data on numerous other traits besides age, gender, and so on. AmperWave Streaming can make those available to you upon request. For example, if a customer wants to track whether users are pet owners, they can contact AmperWave Streaming support and request that metric as an option.
Third-Party Tracking
If an advertiser has a widget that they know will sell best to women age 24-40 who have 1 or more children, then they will have far more success pushing their ad to that specific demographic. Tracking systems can obtain that information from individuals by placing code inside cooperating web sites and collecting information about the things users do, or even the things they might self-report during a user registration process. For example, if someone is buying toys or looking at children's clothing, it may be a safe bet to conclude that they have children. If someone starts browsing real estate pages, then maybe they want to buy a house.
As people browse the internet, bits and pieces of demographic and behavioral information are collected and stored over time by these third party collectors. To keep track of what behaviors and traits belong to a particular user, trackers place a cookie in the user's browser that uniquely identifies the user being tracked. As long as that cookie exists, so should the behavior information associated with it.
Note: Popup blocker suites, virus scanners, and other forms of privacy software can completely eliminate the ability to retrieve user tracking information. Even browsers themselves can prohibit third party cookie storage based on security preferences.