Using AdButler to serve targeted ads to US health care providers

Targeting is an optional add-on to your AdButler subscription. For more information on adding add-ons, read How to change your subscription. Further, Data Keys, UserDB, and Audiences are disabled by default. If you already have the Targeting add-on, please open a ticket from your AdButler dashboard and submit a request if you want us to enable these targeting features in your account.

AdButler's advanced targeting options allow you to reach out to highly specific niches. In this guide, we'll show you how you can use UserDB or Data Keys to target visitors who belong to the US health care sector.

These ad serving setups require you to provide unique identifiers or other sensitive information. It may be a list of professions, NPIs (National Provider Identifier), or some other identifier that you can use to create targeting criteria.

Rest assured that your data remains your property even after it's been uploaded to our servers. AdButler does not share your targeting data with third parties in any way, shape or form. In addition, we store this information in servers that are solely located in the United States and do not move or share them outside the country.

As mentioned, we can serve targeted ads to health care providers using two different methods:

  1. Using UserDB.
  2. Using Data Keys.

How to serve targeted ads to health care providers using UserDB

UserDB lets you turn data about existing health care providers into targeting parameters. Once you've uploaded a database, you can create audiences, which are targeting templates that compare visitor data (e.g. age, gender, location, etc.) to one or more values from your database. This allows you to serve relevant ads to highly specific audiences.

  1. Create a userDB.

This step involves uploading a database as a CSV file. There are no limits to the number of users and columns that can be in the database, but at least one of the columns must have a unique identifier for each user, such as their NPI.

You can update existing userDBs if you have more users or columns to add. However, you cannot edit attributes that have already been defined. Make sure that your database has the correct information in the correct columns, and that you properly assign the columns that you want to use for targeting when you first upload the database.

  1. Create an audience.

An audience is a template of targeting criteria based on the userDB you created. You can use as many attributes as you want per audience, and specify whether or not the actual value should be equal or not equal to what's in your database.

  1. Assign the audience to your publisher and to your campaign, then pass in the identifier in the zone tag.

To use the audience, you must associate it with your publisher. Then you can use it on any campaign that is assigned to your publisher's zones.

When generating a zone tag for those zones, we recommend using the asynchronous JavaScript format. Make sure to pass in the unique identifier of the database entry that you want to be referenced for targeting.

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How to serve targeted ads to health care providers using Data Keys

Data Keys allow you to define variables that correspond to your desired targeting parameters (age, gender, location, etc.). Once you've defined your data keys, you can create data key targets, which are a set of targeting rules (equal to, contains, is after, etc.) that you apply to your desired values for the data keys.

Each data key target can contain multiple rules that you can define as required, optional, or a combination of both. A well defined data key target can help you serve ads to the right audience, even if you don't have actual user data as reference.

  1. Create data keys

This simply involves defining the variables that represent your desired targeting parameters. For example, you can create a data key called Age and set it to represent a numerical value. Data keys can be used in multiple data key targets.

The name of a data key has no intrinsic value. It is simply a label and has no effect on your ad serving setup. Nonetheless, we recommend that you implement a consistent and descriptive naming scheme for your own convenience.
  1. Create data key targets

You can create a data key target for a campaign when you assign the campaign to a zone. As mentioned, this involves creating rules that compare one or more values to the ones that you will pass in the zone tag.

For example, let's use the Age data key we created in step 1 and target visitors between 21 to 65 years old. In the data key target, you create a rule that says Age must be greater than or equal to 21, and another rule that says Age must be less than or equal to 65.

Once you've defined all the rules in the data key target, you can save it as a template to quickly apply it to campaign assignments in the future.

  1. Pass in the target values in the zone tag

This involves indicating your desired data key values into the tag. AdButler will then apply your data key target rules to those values to determine which visitors will be served with ads from your campaign.

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