Language targeting controls where ads appear based on the language signals in a bid request. Marketers select one or more languages and can optionally enable Expand Language Targeting to increase eligible inventory. This setting determines whether ads run only on pages written in the selected language or also on browsers and devices associated with that language. 

Open the Language targeting page

How marketers open the page depends on whether targeting applies at the journey level or the tactic level. Learn both workflows here. 

Configuring journey-levels settings

Choose this option to apply settings to all campaigns and tactics in the journey.   

1. Go the Journey Settings page. 
2. Click the Open Web & DOOH Targeting menu link.
3. Click the Language tab.
4. Configure settings. (see below)

Configuring tactic-levels settings

Marketers can apply rules at the tactic level. 

1. Open a campaign on the Canvas (new experience).
2. Select a tactic.
3. Click the Targeting tab.
4. Scroll down to the Language tab
5. Click the pencil icon to open a side panel.
6. Go to the side panel and uncheck the Keep journey targeting settings box. 
7. Configure settings. (see below)

Configuring language settings

1. Click the language field.
2. Select one or more language options on the menu.
3. Optionally, check the box to enable the Expand Language Targeting feature. If enabled, the system can bid on environments that match the language designation(s). 
4. Click the Save button.

Here's an example. If you select Spanish and leave the Expand box unchecked, your ads will run only on pages that are "Spanish" in the bid request. If you select Spanish and check the Expand box, your ads will also run on pages, browsers, and devices designated as Spanish. 

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FAQs

What is the difference between page language and device language?

Page language refers to the language assigned to the webpage content in the bid request. Device language reflects the language the user sets on the device or browser. Expand Language Targeting can use both when it evaluates eligible environments.

When does narrow language targeting help campaign performance?

Narrow targeting helps when a campaign needs strict control over the content environment, such as regulatory requirements or brand alignment rules. It limits impressions to pages that match the chosen language only.

How does language designation impact ad relevance?

Language designations help the system place ads in environments where users are more likely to understand the message. This can improve engagement and reduce wasted impressions.

Would broader language targeting reduce quality?

Not necessarily. Broader targeting increases reach across relevant environments while still using language signals. Marketers review performance metrics to confirm if the wider pool maintains expected quality.

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