Category Archives: Education / Training

Feb 07

Online advertising targeting – past-purchase targeting

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Similar in methodology to retargeting, behavioral targeting and intent-to-buy targeting, past purchase targeting seeks to enable displaying an ad to a user that had recently (usually in the last 7 days but that would depend on the type of purchase) made a particular purchase. This type of targeting is not good for all campaigns or even all brands. However there are numerous cases where a follow up sale is more than likely. Continue reading →

Jan 31

Online advertising targeting – intent-to-buy targeting

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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. Continue reading →

Jan 27

Ad revenue forecasting – Traffic forecasting explained

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traffic forecasting 1

For this exercise, I’ve taken numbers from one website I used to manage as an example. You’ll see I’ve filled in on the horizontal months. They actually start at December 2005, but for the sake of clarity I’ve only shown here 2009 through to the end of 2014. In other words I’ve taken the last three years’ worth of data for forecast the next 2. Ideally, you should try to go as far back as you possibly can, even if it’s only one month here and there – it’ll give you more background on which to rely. Continue reading →

Jan 24

Online advertising targeting – retargeting

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Retargeting is a tactic by which an advertiser can try to close an unfinished sale or non-transacted shopping basket. This is the ideal tactic by which to offer an even better deal to a still unconvinced potential client, or to upsell a recent buyer Continue reading →

Jan 20

Ad revenue forecasting – requirements

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This forecast method is better than others for a number of reasons outlined at the end of this post. But rather than jump ahead to the answer, see next what level of granularity of data you’ll need to build your forecasting tool internally and try to figure out why this method could be better than others. Continue reading →

Jan 17

Online advertising targeting – behavioral targeting

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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. Continue reading →

Jan 06

So you want better ad revenue forecasting?

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This is quite possibly the least exact science there is: ad revenue forecasting. Every publisher goes through this exercise on an annual basis. Budget period comes around at different times for different companies. Most media operators either operate on a calendar year (January to December) or a broadcast year (September to August) but there are some differences. In most cases, budgets have to be proposed 4 months out and finalised a good month or 2 before the start of the new fiscal year. Continue reading →

Dec 20

Online advertising targeting – Geotargeting

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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. Continue reading →