Our Pops targeting works differently than other platforms, with the overall goal to get you maximum volume. There are three types of Pops targets:
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Domain targets can be root domains (example.com), subdomains (blog.example.com), or TLDs (.com).
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Root domains will match the root domain, all subdomains, and the full path. For example, the domain target example.com will also match www.example.com, blog.example.com, and example.com/example-blog-post.html (www. is considered a subdomain).
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Subdomains you target will match the subdomain and its full path, but not the root domain or other subdomains. For example, the domain target blog.example.com will also match blog.example.com/example-blog-post.html, but will not match www.example.com or example.com/example-blog-post.html.
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All deeper links must be added as keyword targets.
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Keyword (or "path") targets will look for matches anywhere in the URL, meta data, or other page content. If the URL or page contains your keyword, your ad is eligible to pop. If you're targeting a URL that's deeper than a subdomain, it must be added as a keyword target.
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For example, targeting the keyword example would match all of the above examples (because those URLs all contain the word "example") plus: 

Keyword phrases are broad match, so the keyword fun survey would match any URL or page that contains both of those words in any order. These URLs, for example, would be matches: 

TIP: You can use an asterisk (*) as a wildcard character in keyword targets to match URL variations and misspellings.
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NOTE: Run of network (RON) targeting is not available by default. Because RON targets all traffic and can quickly and significantly increase volume, advertisers are required to schedule a call with our Account Management team to learn more about RON before being able to add RON targets to campaigns.

On Pops, run of network targets will match all traffic. When a user lands on any website, your creative will pop if your bid is the highest.
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​Learn more about run of network targeting.