Dec 20

Online advertising targeting – Geotargeting

Posted on 2011/12/20 by SamParent

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 →

Dec 13

Online advertising targeting – frequency capping

Posted on 2011/12/13 by SamParent

Frequency capping is a wonderful too allowing the execution of many different strategies and tactics. We need to understand that frequency capping works with cookies deposited on connected devices – and you need to bear in mind that cookies are not persons. Some people use multiple browsers (you would get one cookie per browser used when visiting the same site). Some people use multiple devices like 2 or more computers / laptops, a smartphone and a tablet – they would have a cookie per device. Further we also need to keep in mind that some users (anywhere between 5 and 15%) delete their cookies on a regular basis (be it daily, weekly or other). Continue reading →

Dec 06

Online advertising targeting – contextual & dayparting

Posted on 2011/12/06 by SamParent

In a previous post I presented the Basic Principles of Online Marketing. What you need to know from that post is that there are three types of marketing, communications and advertising. These previous posts concentrated on owned marketing and media, … Continue reading →