Should Targeting be a required element within MediaDetails?

Coordinator
Mar 3, 2009 at 6:19 PM
Edited Mar 3, 2009 at 6:31 PM
Within MediaDetails of LineItems: Targeting is a required element where at least one Context target must be provided. The thought was that all line items have at least one context. For example "ROS NBC.com" still could be shown with the following target:

  <Targeting>
    <Context>
      <Type>Site</Type>
      <Value>NBC.com</Value>
    </Context>
  </Targeting>

"RON NBC Universal" could be handled two ways:

  <Targeting>
    <Context>
      <Type>Site</Type>
      <Value>NBC.com</Value>
    </Context>
    <Context>
      <Type>Site</Type>
      <Value>iVillage.com</Value>
    </Context>
    <Context>
      <Type>Site</Type>
      <Value>Bravo.com</Value>
    </Context>
  </Targeting>
- or -
  <Targeting>
    <Context>
      <Type>Network</Type>
      <Value>NBC Universal Network</Value>
    </Context>
  </Targeting>

The alternative is to say that most people don't think of this as "targeting" and that the Targeting element is meant for more traditional targeting like audience, environment, detailed context, etc. In this approach then ROS and RON would be considered untargeted and thus we wouldn't want the Targeting element to be required. As for the "what site(s) is this gonna run on?" question you could 1) just assume that the parties have a common knowledge of what "RON NBC Universal" means or 2) have the publisher put it in the LineItem Notes element.

You might suggest to create a new element Site. We spoke about this. We need to keep in mind that ad networks are publishers too, and won't often list a site. Instead their line items might just be channel targeted or audience targeted.

Thoughts on either approach?