What this is
This article explains how ads are delivered in the Propensity Display Network (PDN) and why some campaigns have a higher likelihood of serving ads than others.
It focuses on how different targeting methods affect the probability of ad delivery.
When to use this
Use this article if you:
Are not seeing your ads and want to understand why
Want to increase the likelihood of ad delivery
Are testing campaigns and need faster validation
How ad delivery works in PDN
Ad delivery in PDN depends on how effectively your target audience can be matched to real devices.
Ad delivery is not guaranteed and depends on multiple factors, including targeting match and available opportunities.
Different targeting methods provide different levels of match confidence. The stronger the match, the higher the likelihood that ads will be served.
When setting up campaigns in Propensity, the targeting strategy you choose directly impacts how often your ads are eligible to appear.
Ad delivery likelihood and use cases by targeting method
Different targeting methods serve different purposes. Some prioritize precision, while others prioritize reach or visibility.
A higher likelihood of ad delivery does not necessarily mean a better strategy. It depends on your campaign goals.
Below is a general hierarchy of targeting methods based on their likelihood of ad delivery.
1. Retargeting (Highest likelihood)
Retargeting uses website activity to build audiences based on real user behavior.
Retargeting uses previous user interactions (such as website activity) to build audiences based on real behavior. Because these users are already associated with identifiable activity, this method increases the likelihood of ad delivery.
Use this when:
You want to quickly validate that your campaign is delivering
You want to reach users who have already engaged with your website
2. Mobile Device ID targeting (High likelihood)
This method uses mobile advertising IDs (MAIDs) to identify users and their associated devices.
Because these identifiers are tied to real devices, they provide a strong signal for ad delivery when available.
Use this when:
You need high-confidence targeting
You are testing delivery in controlled scenarios
3. Contact-based targeting
This method uses known contact data (such as email addresses) to match individuals to devices.
Ad delivery depends on whether those contacts can be successfully matched within the available data sources.
Use this when:
You are targeting known contacts from your CRM
You want to run campaigns against a defined contact list
4. Account-based (IP) targeting
This method uses company-level signals, such as domains and associated IP data, to reach devices connected to an organization.
Ads are delivered to devices associated with those signals, rather than to a specific individual.
Use this when:
You want to scale campaigns across target accounts
You are running account-based marketing (ABM) campaigns
5. Geofencing (Broader reach, location-based visibility)
Geofencing targets users within a defined geographic area.
While less precise than other methods, it can increase the likelihood of ads being seen within a location.
Use this when:
You want visibility in a specific geographic area
Precision is less important than reach
Why you may not see your ads
If you are not seeing your ads, it does not necessarily mean your campaign is not running.
Ad delivery depends on matching your targeting criteria to real devices and being eligible to serve ads.
Common reasons include:
Your targeting criteria may not match enough devices
Some targeting methods rely on probabilistic matching rather than exact matches
Your campaign may not be entering or winning enough ad opportunities
How this applies across campaign types
These targeting methods can be used across different campaign types, including:
Propensity Display Network (PDN) campaigns
Social campaigns (such as LinkedIn, Meta, or TikTok)
Video campaigns (such as YouTube or connected TV)
While each channel operates differently, the same principle applies:
Stronger identity matching leads to a higher likelihood of ad delivery.
Important information
The best targeting method depends on your campaign goals:
Use retargeting when you want high-confidence engagement from known users
Use account or contact-based targeting to reach specific companies or people
Use geofencing when your goal is visibility within a location