Addressable impressions (also known as "smart impressions") are more valuable to the buyer than non-addressable ("dumb") impressions because they provide more data about the audience. This significantly improves targeting capabilities, which justifies their higher value. Therefore, smart impressions garner more of the advertising budget, fetching CPM levels that are two- to three times higher than those of non-addressable impressions. For more information on addressable impressions, see The Benefits of Addressable Impressions (PDF).
You can target "addressable" or "non-addressable" audiences when setting up deals. Publishers can also target "addressable" or "non-addressable" audiences when setting up floors, ad quality rules, exclusion and inventory rules, etc. This section describes how you can take advantage of this type of targeting.
Addressable impressions (also known as "smart impressions") are more valuable to the buyer than non-addressable (regular) impressions because they provide more data about the audience via cookies or mobile advertising IDs (MAID) that can be linked to audience data. This significantly improves targeting capabilities, which justifies the higher value. Therefore, smart impressions garner more of the advertising budget, fetching CPM levels that in some cases may be two- to three times higher than those of non-addressable impressions. Addressable impressions require some level of listener identifications, such as a cookie sync with at least one demand partner or providing an Advertising ID for mobile applications.
Examples of how addressable impressions can enhance reporting include:
See how many times a campaign was delivered to a specific user or device.
Combined with device matching (grouping devices that have a common user) see combined delivery for each user.
Using attribution techniques, determine if the user who received the ad took the desired action with the brand.
On the other hand, targeting non-addressable impressions can also be useful, as illustrated in the following usage scenario:
Scenario: A Buyer is only interested in less expensive non-addressable impressions. So you create a deal with them and specify "Addressable: No." That buyer will only bid on inventory that is flagged as "non-addressable." Addressable inventory is made available to any other deals that specify "Addressable: Yes," or is passed into the exchange for auction.
Audience Targeting Usage Notes
Addressable targeting only works if you provide unique identifiers1 via your mobile apps or players. Depending on the player platform, unique identifiers are implemented in one of two ways:
Mobile Applications: Both the iOS and Android mobile operating systems incorporate an Advertising ID2 that is unique to the mobile device being used by the listener to play the stream.
Browser-Based Players: Website cookies are exchanged in such a way as to identify a unique listener across multiple servers. This process is typically referred to as "cookie sync."
For more information on unique identifiers, see the "Listener ID Management" section of the Advertising Technical Specification. For information on cookie sync, see the "Cookie Synchronization" section of the Advertising Technical Specification.
1 These unique identifiers do not contain any personally identifiable information (PII). PII means any information used or intended to be used to identify or locate an individual, including name, postal address, telephone number, email address, social security number, or personal ID numbers.
2 Advertising ID is not related to the specific device's serial number or Unique Device Identifier (UDID).