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Controls overview

Marketplace controls

Marketplace controls help you to set boundaries around the advertisers that are allowed to appear on your Rokt placement. You can use marketplace controls to control which advertisers are eligible to show offers on a placement and which are excluded.

There are two ways to restrict the types of advertisers and offers that can appear on your Rokt placement:

  1. Industry verticals and sub-verticals: These are standard categories used to define the type of product or service being sold by an advertiser. Every advertiser on the Rokt platform is categorized according to their industry vertical and sub-vertical.
  2. Brand domains: These are ecommerce advertisers that are marketing to customers on Rokt partner sites, identified by their website URL.

Configuring the rules for what advertisers are allowed to show on a placement is a fine balance between maximizing the value of your placement and creating a competitive marketplace, while also ensuring competitor offers do not show to customers on your site.


Audiences help you show a particular placement to a specific group of customers on your site, based on conditions that you specify. You use audiences to control which customers are eligible to see a placement and which are excluded. For example, you might want your overlay placement to target repeat visitors. Or you might want to show an embedded placement only to visitors on mobile devices. Audiences help you accomplish these goals.

Here are a few examples of visitors you can include or exclude:

  • Visitors using certain devices or browsers.
  • Known visitors who you have included in a custom audience list.
  • Visitors who are associated to certain data elements you include in your Rokt integration.
  • Visitors who are from certain geographical areas or languages.

You can create an audience that captures information about your visitors and add it to a placement within a page variant—so only those visitors who meet audience conditions are eligible to see the placement. This rule set is shareable and can be applied to multiple placement and page variants across pages on your site. You can also use AND or OR conditions to combine rule sets for more specific targeting conditions within a variant.

Visitors who don't meet the conditions in your targeting rule set aren't included and won’t be shown that placement. If a certain condition is unknown for a customer, they are considered as not meeting the condition. In either case, they are excluded from any placements that are using that condition.

Customer confirmation emails

When a customer opts-in to an offer on your ecommerce site, Rokt automatically sends a Customer Confirmation Email. This message helps you complete transactions by confirming interest in offers, delivering coupon codes, or sending app install links to customers—all without the need to sign up for an email list There are up to two steps in this email journey: the initial Confirmation Email and the Reminder Email. These emails are:

  • Native: Purely for the customer’s benefit, so they receive confirmation of and are able to redeem the offer they asked for.
  • Timely: Sent immediately after a customer engages with an offer.
  • Customizable: You may either default to the standard template provided by Rokt, or take the opportunity to provide a personalized and/or branded header and footer.

It’s important to note that since these emails are sent by the ecommerce site, they do not give advertisers access to any data.

You can opt-out of Customer Confirmation Emails at any point in time via One Platform. This will make any audience linked to an Email Journey not eligible to appear on their site.

Minimum Quality Score

The Minimum Quality Score is the minimum value the partner expects from an impression. The partner can independently define Minimum Quality Scores for both position one and positions two plus on any placement. The primary function of Minimum Quality Score is to ensure a baseline value is delivered to the partner (e.g., a minimum level of bidding is achieved). The following scenarios demonstrate the effect of Minimum Quality Score in three scenarios:

Minimum Quality Score

For the first position, no campaign is above the Minimum Quality Score, so the winning campaign of the auction still shows is charged its maximum bid price. However, for position two and onward, if no campaign is above the Minimum Quality Score, no campaign is shown.

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