Target a line item

Targeting decides who can see a line item. Every section is optional. Leave a section empty and the line item isn't limited by it.

Each section you fill in narrows the line item further, so add only what you need. Tight targeting means fewer impressions.

Target OS

Tick WINDOWS, MACOS, LINUX, ANDROID, IOS or OTHER. Leave them all empty for every operating system.

If we can't tell a reader's operating system, the ad can still show to them.

Target Languages

Enter two-letter language codes separated by commas, such as en, hi, fr. A reader on en-US matches en.

If we can't tell a reader's language, the ad can still show to them.

Publishers

Choose All eligible publishers or Only these publishers. This section appears once you pick an order. See Choose which newsletters a line item runs in.

Geo Targeting

Leave everything empty to run worldwide.

Level	How to enter it
Region	Select APAC, EU, NA, LATAM or MEA.
Country	Two-letter codes, such as IN, US, GB.
State / Province	Country and state codes, such as IN-MH, US-CA.
City	City names, such as Mumbai.

Press comma or Enter after each one.

Mailboxes

Mailboxes are inside the Geo Targeting box, but they work on any line item. Tick Gmail, Apple Mail, Yahoo / AOL, Outlook / Hotmail or Other. All are on by default, and at least one stays on.

This means the app that opens the email, not the address. A Gmail account read in Apple Mail counts as Apple Mail.

When location is unknown

This appears once you set any location. Gmail and Yahoo hide where a reader is. If a past click or open showed it, or the publisher supplied it, we use that. Otherwise the location is unknown.

• Don't serve. Only readers we can place in your target see the ad. You get fewer impressions. This is the default.
• Serve anyway. Readers we can't place can see it too, so some impressions may fall outside your target.

The form shows what share of recent opens these settings affect, and a saved line item shows where its delivered impressions got their location. If you tick only Gmail or Yahoo with Don't serve, the ad reaches only readers we already know.

Audience Targeting

Leave this empty to serve all subscribers. Once you choose an audience, a reader who doesn't match gets no ad from this line item, and neither does a reader we can't identify.

Options inside one group widen the audience, and groups narrow it. For example, Women + Age 25–34 + Age 35–44 means women aged 25–44.

• Demographics. Gender, Age and Household income, where publishers have supplied them. These are reported by publishers, may be estimated, and aren't verified by MailAdx.
• Publisher tags. Tags from the newsletters you picked under Only these publishers. A tag matches on that publisher's newsletter only.
• Custom Audiences. Uploaded Lists and Auto Segments available on the network. To have your own list added, contact support@mailadx.com. Advertiser accounts can't open the Segments page.
• Retargeting. Readers who have already seen or clicked your ads, from audiences you built on the Retargeting page. It runs only on newsletters that allow retargeting, and an audience can have a minimum CPM.

After you pick demographics, the form shows about how many subscribers match, when the number is large enough to share.

If something goes wrong

• Delivery is much lower than expected. Remove one section at a time. Location with Don't serve and audiences rule out every reader we can't match. See Why a line item isn't delivering.
• A demographic option is greyed out. It has no subscribers on file yet.
• "Unknown audience segment(s)". That audience isn't available to this campaign.
• Political campaign. Political campaigns follow their own rules: target the countries they run in, with no audience segments, retargeting, journeys or cities.