What are actually ... key values in targeting?

In order to optimize the delivery of advertising in the online sector to specific target groups, it is advisable to define targeting criteria.

Key values allow users to define their own targeting characteristics and identify them for advertising delivery. They help to structure information about users - such as age, gender, interests - and then to target them accordingly.

A Key Value is a pair of key values. One or more values are assigned to a specific characteristic, the key. These values can be numeric, for example: Key = Age, Value = 20. Alternatively, they can represent a character string, for example: = String, e.g. Gender = Man. Several values can also be assigned to one characteristic. These are then as follows from: Key = Age, Value = all values in the range between 20 and 29. In Data Management, individual Key-Value pairs are thus formed. These are then stored in the delivery systems as target groups.

During data collection, information on these key values is collected via a Java script. Certain rules are then used to predefine the semantics of the key values so that this information can be automatically recognized in a data management platform, for example.

Key values are the basis for data-driven user targeting and enable predefined segments to be addressed by advertising. This enables advertisers to minimize wastage and use advertising funds more efficiently.

Term explained by: Annette Dielmann, Chief Product Officer at Goldbach Digital Services.