Create a web targeting rule

Web targeting rules let you define when and where ads render across websites. You can apply user, web, and content-based conditions to ensure ads reach the intended audience within the desired context.

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Create a web rule

Follow these steps to create a targeting rule:

1. On the Targeting rules page, click Create web rule. The web rule settings page appears.
2. Define the user rules.
3. Define the web rules.
4. Define the content rules.
5. Click Save.

User rules

The User rules tab allows you to define audience-based settings, such as location, device, operating system, and key-value pairs.

Follow these steps to define audience-based settings:

1. On the User rules tab, enter a Name.
2. (Optional) Define the Location:
   1. Click Create geo rule. The Create geo targeting rule panel opens.
   2. Define the geo rule:
      Country

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select Country.
      Country	Specific geographic locations to target or exclude Follow these steps to select one or more countries: Search for a country. Click the checkbox next to one or more countries. The chosen countries appear under Added country.

      
      
      DMA

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select DMA.
      DMA	Specific geographic locations to target or exclude Follow these steps to define one or more DMAs: Search for a DMA./li> Click the checkbox next to one or more DMAs. The chosen DMAs appear under Added dma.

      
      
      State

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select State.
      States	Specific geographic locations to target or exclude Follow these steps to select one or more states: Search for a state. Click the checkbox next to one or more states. The chosen states appear under Added state.

      
      
      County

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select County.
      County	Specific geographic locations to target or exclude Follow these steps to select one or more counties: Search for a county. Click the checkbox next to one or more counties. The chosen states appear under Added counties.

      
      
      City

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select City.
      Cities	Specific geographic locations to target or exclude Follow these steps to select one or more cities: Search for a city. Click the checkbox next to one or more cities. The chosen cities appear under Added city.

      
      
      United States ZIP code

      
      

      Setting	Description
      Rule	Instruction that determines whether a location is targeted or not Possible options: Include Exclude
      Level	Granularity of geographic targeting Follow this step to select a level: From the dropdown menu, select United States ZIP code.
      ZIP codes	Specific geographic locations to target or exclude Follow these steps to enter one or more ZIP codes: Enter a comma-separated list of ZIP codes. You can enter up to 2,500 ZIP codes. Click Add. The chosen ZIP codes appear under Added zip codes.

      
      
      
      
   3. Click Done. The panel closes. The web rule appears under Location.
   4. (Optional) Refine a rule by excluding sublocations:
      1. In the row of a rule, click ⋯. The dropdown menu appears.
      2. Select a geo category. The Create geo targeting rule panel opens.
      3. From the DMAs, State, County, City, or ZIP code dropdown menu, select one or more locations to exclude.
      4. Click Done. The excluded locations appear under Location nested under the relevant rule as an Exclude row.
         
         
3. (Optional) Under Device, select one or more options.
4. (Optional) Under Operating system, select one or more options.
5. (Optional) Define Key value pairs to target.
   All

   
   (Default) Follow these steps to target all key value pairs:

   1. Expand the Key value pairs section.
   2. From the Rule dropdown menu select All.

   
   
   Only

   
   Follow these steps to target specific key value pairs:

   1. Expand the Key value pairs section.
   2. From the Rule dropdown menu select Only.
   3. Click + Add. A new row appears.
   4. Enter a Key and Value.
   5. Repeat steps iii-iv to add another key value pair.

   
   
   Except for

   
   Follow these steps to exclude specific key value pairs:

   1. Expand the Key value pairs section.
   2. From the Rule dropdown menu select Except for.
   3. Click + Add. A new row appears.
   4. Enter a Key and Value.
   5. Repeat steps iii-iv to add another key value pair.

   
   

Web rules

The Web rules tab allows you to define URL, browser, and player settings. The following table explains each setting.

Setting	Description
Domains	Root website domains and subdomains to target All (Default) Follow this step to target all domains and subdomains: From the Rule dropdown menu select All. Only Follow these steps to target specific domains and subdomains: From the Rule dropdown menu select Only. Click + Add domains. The Add domain targeting panel opens. Enter a comma-separated list of Domains. Click Done. The Add domain targeting panel closes. The included domains appear under Domains. Except for Follow these steps to exclude specific domains and subdomains: From the Rule dropdown menu select Except for. Click + Add domains. The Add domain targeting panel opens. Enter a comma-separated list of Domains. Click Done. The Add domain targeting panel closes. The excluded domains appear under Domains.
URL paths	Specific pages to target based on values in the page URL All (Default) Follow this step to target all pages: From the Rule dropdown menu select All. Only Follow these steps to target specific pages: From the Rule dropdown menu select Only. Enter a comma-separated list of URL paths, such as sports/ and news/. Click Add. The URL paths appear under Added url paths. Except for Follow these steps to exclude specific pages: From the Rule dropdown menu select Except for. Enter a comma-separated list of URL paths, such as sports/ and news/. Click Add. The URL paths appear under Added url paths.
Query parameters	Values in a URL query string used to target ads based on what viewers search on the website All (Default) Follow this step to target all queries: From the Rule dropdown menu select All. Only Follow these steps to target specific queries: From the Rule dropdown menu select Only. Define one or more Query parameters: Click + Add. A new row appears. Enter a Key. Enter a Value. (Optional) Repeat step i-iii to add another query parameter. Except for Follow these steps to exclude specific queries: From the Rule dropdown menu select Except for. Define one or more Query parameters: Click + Add. A new row appears. Enter a Key. Enter a Value. (Optional) Repeat step i-iii to add another query parameter.
Browser language	Specific browser languages to target All (Default) Follow this step to target all browser languages: From the Rule dropdown menu select All. Only Follow these steps to target specific browser languages: From the Rule dropdown menu select Only. From the Language dropdown menu, select one or more languages. The selected languages appear under Added languages. Except for Follow these steps to exclude specific browser languages: From the Rule dropdown menu select Except for. From the Language dropdown menu, select one or more languages. The selected languages appear under Added languages.
Players	Specific players to target All (Default) Follow this step to target all players: Click the toggle to ON. From the Rule dropdown menu select All. Only Follow these steps to target specific players: Click the toggle to ON. From the Rule dropdown menu select Only. From the Players dropdown menu, select one or more players. The selected players appear under Added players. Except for Follow these steps to exclude specific players: Click the toggle to ON. From the Rule dropdown menu select Except for. From the Players dropdown menu, select one or more players. The selected players appear under Added players.
Placements	Specific placements to target All (Default) Follow this step to target all placements: Click the toggle to ON. From the Rule dropdown menu select All. Only Follow these steps to target specific placements: Click the toggle to ON. From the Rule dropdown menu select Only. From the Placements dropdown menu, select one or more placements. The selected placements appear under Added placements. Except for Follow these steps to exclude specific placements: Click the toggle to ON. From the Rule dropdown menu select Except for. From the Placements dropdown menu, select one or more placements. The selected placements appear under Added placements.
Size	Specific player sizes to target, defined by a minimum, maximum, or range All sizes (Default) Follow this step to target all player sizes: Select All sizes. Custom sizes Follow these steps to target specific player sizes: Select Custom sizes. Choose a Rule: Between: Sets a range of sizes, in pixels Smaller than: Sets the upper size limit, in pixels Larger than: Sets the lower size limit, in pixels (Between, Larger than) Enter a Min width greater than or equal to 100. (Between Smaller than) Enter a Max width less than or equal to 3000.
Orientation	Specific player orientations to target Possible options: Portrait Landscape One or both options can be selected.

Content rules

The Content rules tab allows you to define content-based targeting, such as keywords, query parameters, language, media, and playlists. The following table explains each setting.

Setting	Description
Media keywords	Specific media to target based on matching keywords All (Default) Follow this step to target all keywords: From the Rule dropdown menu select All. Only Follow these steps to target specific keywords: From the Rule dropdown menu select Only. Enter a comma-separated list of Media keywords. Click Add. The targeted keywords appear under Added media keywords. Except for Follow these steps to exclude specific keywords: From the Rule dropdown menu select Except for. Enter a comma-separated list of Media keywords. Click Add. The targeted keywords appear under Added media keywords.
Media	Specific media to target All (Default) Follow this step to target all media: From the Rule dropdown menu select All. Only Follow these steps to target specific media: From the Rule dropdown menu select Only. Click + Add media. The Add media panel opens. (Optional) Search for a media item. 💡 Click to display fewer or more media items. Select one or multiple media items. Click Add. The Add media panel closes. The included media appear under Name. Except for Follow these steps to exclude specific media: From the Rule dropdown menu select Except for. Click + Add media. The Add media panel opens. (Optional) Search for a media item. 💡 Click to display fewer or more media items. Select one or multiple media items. Click Add. The Add media panel closes. The excluded media appear under Name.
Playlists	Specific playlists to target All (Default) Follow this step to target all playlists: From the Rule dropdown menu select All. Only Follow these steps to target specific playlists: From the Rule dropdown menu select Only. Click + Add playlists. The Add playlist panel opens. Select a Playlist. The selected playlist appears under Selected playlists. (Optional) Repeat step 3 to add another playlist. Click Done. The Add playlist panel closes. The selected playlists appear under Name. Except for Follow these steps to exclude specific playlists: From the Rule dropdown menu select Except for. Click + Add playlists. The Add playlist panel opens. Select a Playlist. The excluded playlist appears under Selected playlists. (Optional) Repeat step 3 to add another playlist. Click Done. The Add playlist panel closes. The excluded playlists appear under Name.