How to Build Retargeting or Exclusion Segments in Web

Retargeting or excluding users who have been to your website (or other pixeled website) is a common use case for Beeswax users. You can use Segment Targeting to retarget or exclude.

For retargeting best practices, please visit Retargeting Best Practices.

To create a retargeting/exclusion tag and use it on a site:

1. Navigate to the "+New" button and select "Segment".   
2. Complete the segment information. Note that there are Advertiser level and Account level segments - account level segments will be available to all advertisers in your account, while advertiser level segments will only be available to the advertiser that you have selected. For further segment editing, the tag will be stored under by Advertiser, or under Account.
3. Select "Save & Generate Tag".  
4. Copy that tag and implement it wherever it's designed to go.  Then click either Save & Close or, if you wish to assign the Segment to a Segment Category, click Save & Continue.

Note: "Value" is an optional parameter to be associated with any user-segment combination. For example, you may wish to store the amount a user purchased or the number of pages of content they viewed.  You may omit this if it is not applicable.

5. If you'd like to see the count of users in the segment after you've implemented the image pixel tag, you can find it in the Segments table located under "Trafficking > Segments"
6. When creating a Line Item that targets this segment, you can find the segment under "Your Segments" in the Targeting tab of the Create Line Item screen.

Note about e-mail open retargeting: Segment pixels can be set for email opens. However, the success rate of setting the Beeswax cookie will be lower than your e-mail open rate. Many e-mail clients like Gmail limit the setting of third party cookies, and non-browser based email clients such as Outlook do not allow cookies to be set on users at all.

Using a single Segment Tag to populate multiple segments

Segment tags can be configured to add the user to multiple segment keys in their Beeswax bidding instance. This can be done by specifying more than one segment_key parameter within the segment URL:

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If you would like to specify a value to the user-segment association, this can be done by specifying the value parameter in the same order in which the segment_keys are specified, for example:

If you want to assign a value of 1.5 to segment buzzkey-1 and a value of 3.6 to buzzkey-2, you can perform either of the below calls (as the order in which the values are specified is the same as the order in which the segment keys are specified):

Option 1:

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Option 2:

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If you would like to assign a value to some segments and not others, you will need to ensure that there is an empty &value= parameter specified for each segment being added to, to ensure the key-to-value order is preserved. The number of value parameters must equal the number of segment_key parameters.

You may add a user to no more than 100 different segment keys in a single associate-segment call. This is a hard limit and cannot be increased.

How to sequentially target or exclude users who have seen an ad in web

A common use-case is to retarget or to exclude a user who has already seen your ad. The way to accomplish this in web with Beeswax is as follows:

  1. Create a segment in Beeswax (+New → Segment)
  2. Save & generate the tag and copy the URL (eg.
  3. Copy the URL and add it as a pixel in the creative(s) you are going to serve to users on the initial line item
  4. Target the new segment (eg. buzzkey-123) on a separate line to retarget or exclude the users who have seen an ad

This option will only work in web environments. For app and CTV, you will need to use segment postbacks.

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