Kokai Campaign Seeds

Guide:

• What is a Seed? 
• The Benefits of Seeds
• Composition of a Seed
• Target Data Sources
• Creating Quality Seeds
• Seeds with Multiple Segments
• Default Seed
• Seed Management

What is a Seed? 

The seed represents a meticulously crafted, data-driven profile of your target audience, ideally constructed from first-party data. This includes lists of your converted customers—those who have made a purchase, signed up for a service, or completed a significant action on your site or app. Even in the absence of first-party data, seeds can still be developed using other high-quality data sources, such as retail purchase data or highly relevant third-party data segments.

The Benefits of Seeds 

Building accurate seeds will play a vital role in AI optimization and real-time insights. By analyzing your ideal customer through the seed, the platform can make informed decisions to optimize bidding strategies and enhance delivery, effectively identifying users who are most relevant and likely to convert. This precision is essential for targeting and reducing waste, as the seed serves as a benchmark. Kokai utilizes it to discover look-alike audiences—users across the open internet who exhibit similar characteristics, behaviors, and interests to your seed audience. This approach enables highly accurate targeting, minimizing wasted ad spend by ensuring your ads reach the most relevant individuals and enhancing overall relevance.

Composition of a Seed

User Settable Attributes 

• Name: The Seed name is a user-selected option. We recommend choosing a meaningful name for your Seed, making it easy to find when using it in a campaign. Each seed must have its own unique name. 
• Selected Target Data: Choose one or more Seed Data Sources, including First Party Data, Third Party Data, and Custom Data.

System Managed Attributes 

• ActiveIDs: The number of estimated individuals for the selected target 
• Households: The number of estimated households for the selected target 
• Status: The status of the seed
• Created Date: The time when a Seed is initially created 
• Modified Date: The date and time a Seed was last modified 

Target Data Sources 

First Party Data

• Universal Pixel (Tags)
• CRM Data

Third Party Data 

• Retail
• Marketplace (non-retail)

Custom Data 

• Countries
• Keywords
• Website URLs 

Creating Quality Seeds 

The following table summarizes various data sources that you can use to create a seed, listing them in descending order of quality. 

Seeds with Multiple Segments 

You can create seeds using multiple segments. In this case, different Boolean logic is applied to determine relevant users based on whether the segments are first-party or third-party data. Here's a high-level logic overview:

• First-party data segments: These are treated as "OR" conditions. This means that a user needs to meet only one of the criteria. In other words, a user in any of the included segments is relevant, such as users who have interacted with your company's app or made a purchase at its store.
• Third-party data segments: These are treated as "AND" conditions. This means that a user must meet all the criteria. In other words, to be considered relevant, users must belong to all listed third-party segments, such as those interested in sports and are located in a specific country.

The following table describes the Boolean logic for various data segments, listed in order of relevance from highest to lowest, as recommended for creating your seed.

Default Seed 

Choozle has migrated all existing advertisers to the platform, each receiving a default seed applied to their account. This default seed represents a recommended retail segment as defined by The Trade Desk, tailored to the advertiser's industry and sub-industry. Furthermore, all new advertisers registering on the Choozle platform will automatically receive a default seed upon account creation, which will be accessible within 24 hours.

For clients who wish to utilize the assigned default seed, the process is straightforward: they simply need to select this default seed when creating a campaign.

However, if an advertiser aims to develop a more robust, targeted campaign seed or create campaign seeds tailored to specific outcomes, they can do so using the Seed Management methods outlined below.

Seed Management 

Finding Existing Seeds 

1. Select the "People List" from the top navigation menu
2. Select the Seeds Tab
3. Review the Seed List
   1. Note, the default seed that is assigned to your account will have a name that starts with "TTD Build Seed:"

Creating a Seed 

1. Select the "People List" from the top navigation menu
2. Select the Seeds Tab
3. Click the "Create new audience" button and select Seeds
4. Beneath the text "Create Seed", select the Target Data Tab (First Party Data, Third Party Data, Custom Data)
5. Select/Deselect Target Data
6. Type the Name of the Seed
7. Click Save

Selecting/De-selecting Target Data

First Party Data

1. Review the list 
2. Click the checkbox for the desired First Party list 
3. Validate that the First Party list chip has been added to the selected list on the right panel
4. Repeat steps 2-4 until all First Party lists you have to use have been added
5. To remove a First Party list, click the X on the First Party list chip 

Third Party Data

1. Review the list
2. Search for third-party segments you are looking to find
3. Filter the list by Subtypes (Drop Down List) 
   1. All subtypes
   2. Marketplace
   3. Retail 
4. Filter the table by columns like Brand (Table Filtering)
   1. Click on the filters icon next to the search box
   2. Create one or more table filters
5. Click the checkbox for the desired Third Party list
6. Validate that the Third Party list chip has been added to the selected list
7. Repeat steps 1-5 until all Third Party lists are added
8. To remove a Third Party list, click the X on the Third Party list chip 

Custom Data 

1. Adding Keywords
   1. Type the keyword and hit return 
   2. Validate that the keyword chip has been added to the selected list
   3. Repeat 1a-1b until all keywords have been added
   4. To remove a keyword, click the X on the keyword chip
2. Adding Sites
   1. Type the site and hit return 
   2. Validate that the site chip has been added to the selected list
   3. Repeat 1a-1b until all sites have been added
   4. To remove a site, click the X on the site chip
3. Adding Countries
   1. Select the Multi-Select Country drop-down list
   2. Click the checkbox for one or more countries 
   3. Validate that the country chip(s) have been added to the selected list
   4. Repeat 1a-1c until all countries have been added 
   5. To remove a country, click the X on the country chip

Editing a Seed 

1. Select the "People List" from the top navigation menu
2. Select the Seeds Tab
3. Using the standard table filters, find the Seed that you would like to edit
4. Click the Seed name 
5. Select/Deselect Target Data 
6. Click Save

Archiving a Seed 

1. Select the "People List" from the top navigation menu
2. Select the Seeds Tab 
3. Find the Seed that you would like to archive 
4. Select the "archive action" from the Action Button 
5. The Seed should now be filtered from the Seed list 

Unarchiving a Seed 

1. Select the "People List" from the top navigation menu
2. Select the Seeds Tab
3. Change the table filtering conditions
4. Remove the status is_archived filter
5. Find the Seed that you would like to unarchive 
6. Select the "unarchive action" from the Action Button
7. Select the table filter icon
8. Add the status is_archived filter
9. The Seed should now be visible on the Seed list