Frequency capping (introduction for retargeting)

The frequency capping functionality is finally available for retargeting. A click on the Retargeting button  will let you bind conditions to modulate the impression frequency of your creative. Moreover, based on this solution you will now be able to set various activation conditions for several creatives all at once. For example, when a user has seen a creative from group A x times (got activated), then there is a switch in the emission to a creative from group B.

The introduction of this functionality for retargeting gives the possibility to set frequency capping and thus limit the number of impressions that can be delivered to the same unique user (cookie) over the campaign period.

The functionality requires creatives to be split into 'basic' and 'retargeted':

• basic - emitted at the beginning of a campaign when no conditions are set or fulfil, and in the situation when user (cookie) is deactivated.
• retargeted - the ones that will be triggered by other creatives. Need to be marked when defining creatives.

Figure: Setting which creative will be marked as retargeted.

Triggers are connected with groups that allowed to have such functionality on more than one placement. In other words, it does not matter where the user saw the creative (on which placement), it has impact on capping.

Figure: Groups in which creatives are linked.

Figure: Creatives in one group.

Figure: Triggers for a specific group.

Example

Let's assume that the user has a campaign that will be delivered on 3 placements. Some creatives in that campaign are basic they will be delivered whenever all other conditions are met. But there are also creatives that are expected to be delivered with specific capping. Check our demo here.

Sequential optimization (introduction for retargeting)

The second functionality introduced for the retargeting module is Sequential optimization. It will let you bind conditions to the sequential optimization of your creative. The deactivation condition for one group becomes the activation condition for the other.

For example, when any creative from group A has been delivered, then there is a switch to group B; when any creative from group B has been delivered, then there is a switch to group C, etc.

Figure: List of groups.

Figure: Group A with the deactivation trigger.

Figure: Group B with the activation trigger.

Summary

• When defining creatives, you need to know which creative will be reused in groups for which some conditions will be set.
• It is recommended to indicate in the name of a creative if it will be reused in groups.
• There needs to be at least one basic creative in a placement (if the last basic creative is removed from a flight, then warning appears and after conformation the whole flight is removed).
• Frequency capping is set by defining the number of impressions in a given group (capping is set for whole campaign duration, for all placements, where creatives where used).
• Frequency capping might be reused as a condition for sequence optimization - it means that conditions that deactivate one group may activate the other.

direct effect retargeting