Targeting

Targeting lives on the line item. The console form covers geo, devices, environments, exchanges, sellers, deals, content genres, app lists, and blocked domains. Operating systems, browsers, dayparting, domain allow lists, and content categories are set through the API or agent tools; editing a line item in the console keeps them. Every save is checked: settings the delivery platform can't serve are refused with a plain message instead of producing a line item that never delivers.

Geography

One finer area per line item, in one country. Geo settings combine with AND, so states plus ZIPs means "in both", which is usually nowhere. A line item can use states, DMAs, cities, or ZIPs (one of them), and when it does, only one country. To run several area types, use one line item per type. Exclusions (geoExclude, API) take the same values.

Devices and environments

Devices: phone, tablet, desktop, ctv, set_top_box, game_console, connected_device. Unknown values are refused, never dropped. Environments: Websites (desktop and mobile web) and Apps (mobile and CTV apps). Leave both blank to use the channel's defaults:

Mobile web is a display line item with Websites and Phone + Tablet checked, not a separate channel.

Dayparting

Each window is a set of days (0 is Sunday through 6 Saturday), a startHour (0 to 23), and an endHour (1 to 24) after the start. Split overnight windows into two. Windows run on the viewer's local time, so 6 to 9 pm reaches each time zone at its own evening, not Eastern time. Campaign days and budgets still follow Eastern time.

Inventory

• Sellers: every line item defaults to Authorized sellers only, meaning sellers listed as direct or reseller in the publisher's ads.txt or app-ads.txt. Switch to Any seller to turn it off. Line items created before this default keep buying any seller.
• Exchanges: pick from the list. Left blank, CTV buys Stickyads.tv and mobile app buys Index Exchange, Google AdX, Amazon, and Stickyads.tv; other channels buy all exchanges. Picking exchanges replaces the default. There is no "all exchanges" switch on CTV or mobile app: pick the ones you want. Line items that target private deals skip the default, since the deal sets the supply path. Line items created before these defaults keep buying all exchanges, and so does the API with defaultExchanges: false. An API update that replaces targeting without adsTxtOnly or defaultExchanges keeps their current values. Excluding every exchange a line item buys is refused, since it couldn't serve.
• Domains: a block list in the form; an allow list through the API (inventory.domains).
• App bundles: allow and block lists (com.example.app).
• Private deals: active deals from your library. Including deals limits the line item to them. See Deals and PMPs.
• Content categories: IAB category codes (IAB25) to include or exclude, through the API.
• Content genres: include or block genres (news, sports) picked from a list. Video channels only (online video, CTV, DOOH).

Audiences

Include segments in groups (any segment within a group, every group must match) and exclude segments to suppress them. Attach from the Audiences page or the API; under-sized segments can't be attached. See Audiences.

Sound-on bias

Online video only. Prefers video interstitial placements the publisher declares, where sound is more likely on. It is a bias, not a guarantee the device isn't muted. Pairs with Soundframe creatives.

The impressions estimate

The line item form estimates available impressions for the targeting and dates (up to 31 days of the flight). It is supply before your bid, budget, and pacing, not a delivery promise and not unique reach. Some settings can't be estimated (for example DMAs, cities, audiences, and deals); the form lists the ones it left out.

What is refused, and why

Budget and flight rules (daily budgets, flight dates, minimums) are on the launch checklist.