Help Center Manage Your Account Ad Targeting using Restrictions

Proactive Targeting and Passive Restriction

Evaluation Priority is a setting to control when the restriction/targeting criteria is considered.

Usage in Keyword Targeting

For ad keyword targeting, proactive targeting first searches for ads that match the input keywords before selecting other ads. If there is a matching ad, that ad will be displayed. If there is no matching ad, the ad server will choose an ad based on other targeting criteria. Passive restriction enforces any selected ad to show or hide against the input keywords. Active targeting is useful if you want this ad to have a higher priority than other non-matching ads. Passive targeting is useful if you want to enforce negative keywords.

Usage in Placement URL Targeting

For URL targeting, proactive targeting first searches for ads that match the URL before selecting other ads. If there is a matching ad, that ad will be displayed first. If there is no matching ad, the ad server will choose an ad based on other targeting criteria. Passive restriction enforces any selected ad to show or hide against the URL.

To enable this behavior in the ad tag, please contact us for additional instructions.

Other Articles in Ad Targeting using Restrictions

Learn about ad targeting and restrictions ad serving such as frequency capping, geo-targeting, quota, roadblock, flight date, etc.

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