Targeting within Dynamic Seamless Ads

Beta Status: This functionality is currently in a closed beta phase. Please contact your dedicated support team or account manager to validate the configuration of your targeting segments before going live.

Dynamic Seamless Ads (DSa) allow you to customize creative executions in real time based on the visitor’s profile and targeting attributes. By incorporating specific targeting parameters directly into your product or content feed, you can dynamically serve different ad variations to diverse target groups within a single creative.

1. Supported Feed Targeting Fields

At the moment Audience targeting (Gender/Age, Detailed targeting) and Location targeting are available. To activate this correctly, you must copy the exact audience or location name from the official DPG Segment list within your feed.

Using a structured JSON feed, you can dynamically tailor your creative assets based on the following example audience segments:

All available segments are to be found in the DPG Segment list.

When to use Feed Targeting vs. Ad Manager: Use feed-based targeting when you want to route specific individual rows/items to different audiences. If you need to target a whole campaign or entire ad group to a specific audience, do not configure it in the feed; apply the targeting rules globally within the DPG Ad Manager platform interface instead. 

2. Feed Reference & Technical Specifications

For DPG Ad Manager to correctly process your feed data, attributes must match our strict JSON format requirements. For attributes that support multiple selections (such as locations and age_groups), the data must be formatted as an Array of Strings.

Naming Convention Requirement: You must always use the exact segment strings from the official DPG Targeting Matrix. Any deviations in spelling or casing will cause validation errors and will fall back to the Default Ad settings.

Formatting Arrays in Your Feed
When an item needs to target multiple values within a single targeting group (e.g., targeting multiple age categories), the data must be formatted as a valid Array.

Using Channable:

If you manage your feed through Channable, the DPG Media channel template automatically handles this data formatting. Once you map your source fields to our destination parameters, Channable natively converts your mapped comma-separated values into the proper array structure required by our ad server.

Manual Spreadsheet/JSON Builds (Excel or Google Sheets):

If you construct your own JSON feed via custom spreadsheets, you must write the values exactly inside square brackets, with each segment wrapped in straight quotation marks:

JSON

"age_groups": ["25 - 34", "35 - 44"]

3. Logical Evaluation Operators ("AND" vs. "OR")

The processing engine maps your matrix variables using a hard-coded logical structure. Understanding this flow is essential to prevent conflicting conditions that could inadvertently starve your delivery inventory:

• WITHIN a single attribute category: The relationship is treated as an "OR" operator.

• BETWEEN different attribute categories: The relationship is treated as an "AND" operator.

Logical Framework Example:

Example 1:  

{

  "id": "PROD_123",

  "gender": "Male",

  "age_groups": ["18 - 24", "25 - 34"],

  "locations": ["Amsterdam"],

  "detailed_targeting": ["Fitness", "Sports"]

}

→ Gender: "Male" And age group "18 - 24" Or "25 - 34"

Targets all men between the age of 18 - 24 Or age of 25 - 34. 

Example 2:

{

  "id": "PROD_234",

  "gender": "Male",

  "locations": ["Amsterdam"],

  "detailed_targeting": ["Fitness", "Sports"]

}

→ Gender: "Male" And locations "Amsterdam" And detailed targeting "Fitness" Or "Sports" 

Targets all men that have location Amsterdam and are within targeting audiences Fitness or Sports. 

It is not possible to configure the AND/OR relationship differently.