Custom Targeting allows you to create unique targeting solutions based on your objectives. With Custom Targeting you can define your own targeting criteria(s) such as age, gender, content, etc. In this way, you can leverage your customer database improving the Conversion rates and serving the right ads for the needed customer groups.

To set up the Custom Targeting feature, please follow the steps bellow:

  1. Log into your network account and go to the Advertisers tab.
  2. To set Custom Targeting:
    • For the entire Campaign: navigate to an existing Advertiser > Campaign or add the new ones.
    • For a specific Banner: navigate to an existing Advertiser > Campaign > Banner or add new ones.
  3. Activate the Targeting pane from the right side panel and configure the Custom Targeting:
    • Select either the Include or the Exclude option.
    • Choose the Custom Parameter type of Targeting.
    • Select the function: Expression, Value or Substring:

Expression sets a statement that determines the parameter and its condition. The $ sign should always be used before the parameter name (i.e.: $age).


Value compares the whole text string to the Parameter's value. If it is equal to the Parameter's value, the targeting will be passed. Enter Parameter name, select operation (equals or not equals) and enter Value


Substring compares the list of comma-separated values to Parameter's value. If one of the list's elements is included in the Parameter's value, the targeting will be passed. Enter Parameter name, select operation (contain or not contain) and enter Value

note Custom Parameters

Please note that Substring targeting passes the string that contains one of the comma-separated elements. However, this string may contain more characters. For example, when we have keyword 'air' in our targeting field, all of the following values will pass the targeting: 'air conditioning', 'clean air', 'airplane', '123hsairsjs8'

Now, whenever the Custom Parameters are to be used on a certain page, they should be added to the supp_custom_params line of the Invocation Code.

For example, for the following settings:

EXCLUDE VALUE direction EQUALS North-West
INCLUDE SUBSTRING goods CONTAINS Cheese, Salad, Fish, Butter

<script type="text/javascript">

  supp_key = "90753ccb2860340d85e7ed09cda4c4f8";
  supp_channel = "";
  supp_code_format = "ads-sync.js";
  supp_click = "";
  supp_custom_params = {age: "21", direction:"North-West", goods:"Cheese, Salad, Fish, Butter"};

<!-- END TAG -->
note Custom Parameters

Please note that several values in Targeting are combined via OR rule for Include and via AND rule for Exclude. The maximal length of value field for all three custom targeting types is 65,535 characters.

When the Placement is requested, Epom Ad Server will 'read' the Custom Targeting values and compare those with the required ones, thus displaying the ads only if they are met. So, for the example above:

  • epom_custom_params = {✘age: 9, ✘direction: North-West, ✘goods: Bread}; – ad will not be shown.
  • epom_custom_params = {age: 21, ✘direction: North-West, goods: Cheese}; – ad will not be shown.
  • epom_custom_params = {age: 45, direction: West, goods: Parmesan Cheese}; – ad will be displayed.
  • epom_custom_params = {age: 30, direction: East, ✘goods: Bread}; – ad will be displayed.
  • epom_custom_params = {✘age: 18, direction: South, goods: Butter}; – ad will be displayed.

– parameter value passes the requirement.

✘ – parameter value doesn't meet the requirement.

Parameter Syntaxis

  1. The parameter name should start with a letter and consist of letters, numbers, and underscores. For example, $age_18, $size_5, etc.
  2. Multiple Custom Parameters can be used together, separated by comma.
  3. The following expressions cannot be used as Custom Parameters: key, tz, cIds.
  4. Separators: '||' is recognised as 'or', '&&' stands for 'and'.

Expression Samples

Examples of the valid parameters with the values:

  1. $size>12
  2. $size==10 || $age<20
  3. $size>=10 || $size<=20
  4. ($size>10 && $age==20) || ($size==10 || $age<20)
  5. $size==12 && $age<30
  6. ($size>12 && $age<30) && ($size<500 && $age<400)

Custom Parameters in VAST tags

For Vast 2.0 (3.0) tags Custom Parameters should be added to the end of the tag. E.g.:

The syntaxis is:


Need more help?

Should you require any additional help with our solutions, do not hesitate to contact Epom technical support at Our support managers are dedicated to resolving any issues and providing you with solutions and support if you face difficulties or have questions.