Equativ Use Case 3: Combined Prospecting and Retargeting Deal

In Equativ’s SSP, there are two common methods for executing campaigns: one for prospecting (aiming to acquire new users) and another for retargeting (aiming to re-engage those users). We recommend the second method since it is easier and more flexible, but let us explain both in case you want to gain technical knowledge.

Initial context

Both methods start from the same foundation, involving two deals:

Deal 1: Prospecting (Objective: Acquire new users)
Deal 2: Retargeting (Objective: Re-engage the users you’ve already acquired)

For retargeting, you need to upload the audience of users you want to re-engage and add it to the second deal. Typically, this is done daily.

Where to upload your segment: “Add audience segments“

There are two ways to upload your audience:

From UTIQ: When you want to target all users from a domain.
From a CDP (Customer Data Platform): When you want to segment part of the audience from a domain.

Once uploaded your segment should be available under UTIQ account

Method 1: Using the Web Interface to Create a Meta Deal

In this method, you create a Meta Deal by combining the two deals (prospecting and retargeting). However, there are limitations:

• Both deals must be of the same type (e.g., Auction Packages, Private Auctions, or Preferred Deals).

• Frequency capping begins from the moment you create the deal. This applies to both the original deals and the Meta Deal.

Important Consideration:

• The Meta Deal’s frequency starts counting from its creation date. If the Meta Deal is created days after the original prospecting deal, the Meta Deal will not account for any impressions already served under the prospecting deal.

Example:

• Prospecting deal with frequency cap of 4

• Retargeting deal with a maximum frequency cap of 4

• Meta Deal with a frequency cap of 6

If you create the Meta Deal 10 days after launching the prospecting deal, the Meta Deal will not consider the first 10 days’ impressions from the prospecting campaign.

Steps:

Create both deals for prospecting and retargeting.
Combine them into a Meta Deal in the web interface, ensuring they are of the same type.
Launch the Meta Deal at the same time as the two original deals for frequency capping to work properly across all deals.

Method 2: Uploading the Audience for Negative Targeting on prospecting

In this method, the audience uploaded for retargeting is also added to the prospecting deal, but this time as a negative audience. The goal is to ensure that users who have already given their consent on the final website are not targeted in the prospecting campaign.

You can exclude the segment once selected from the proper toggle on the right

This method is generally the recommended option because it helps you avoid impacting users who have already engaged, ensuring more efficient audience segmentation.

Steps:

Upload the audience of users to the retargeting deal.
Apply the audience as a negative targeting group in the prospecting deal.
Continue uploading/updateing the audience to the segment avoid duplicate targeting on the next days

Conclusion: Both methods allow you to manage your retargeting campaigns, but the second method is often recommended. By understanding the frequency capping and audience management in each method, you can ensure your campaigns perform optimally.