Real Time Bidding
Intent to buy targeting is similar to behavioral and retargeting in the sens that you’ll target someone somewhere who’s demonstrated a defined behavior somewhere else. The difference lies in the de defined behavior – in this case a clear demonstration of intent-to buy. More specifically, that agreed-upon behavior is recent – most often is from the past 7 days – so that the user in question is quite possibly STILL in the market to buy that product of service.
What you missed this week: retargeting, real-time bidding, OBA self-regulation, ad revenue forecasting,
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Sam’s daily shared real-time bidding, demand side platform and ad trading desk ecosystem news articles & retweets
Behavioral targeting is basically a way to reach a contextual audience out of its context of origin – a way to augment the available ad inventory for a particularly (often sold out) segment and monetizing otherwise harder to sell inventory. This is usually available on very large websites or ad networks. The classic example, and also the reason why this type of targeting saw the light of day in the first place is the automotive category. In the mid-2000s the online ad industry ran into the problem of having too little contextual automotive ad inventory for the actual demand from auto makers and auto enthusiast targeting advertisers.
When you think keyword targeting, more often than not you’ll immediately think of search engine marketing. But did you know you could target keywords elsewhere on regular content sites and service sites? Search engines to represent the bulk of keyword targeting but this is one option that could prove very useful to your brand in certain circumstances as you’ll see here.
Basic geotargeting allows targeting internet users (be they online or on mobile) by means of cross referencing their IP address with a global ISP IP address directory. This lets adservers target people to whatever data is associated with their IP addess : state/province, city/municipality, telephone area code and postal/zip code. Really this allows reaching someone whose device is connected through Internet access based on that Internet access’s point of origin. It is not always as precise as we’d like it to be, nor is it always what we expect it to be though it’s quite logical why it isn’t.