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Behavioral targeting

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Targeted advertising

Targeted advertising is a form of advertising, including online, that is directed towards audiences with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic which are focused on race, economic status, sex, age, generation, the level of education, income level, and employment or they can be psychographic focused which are based on the consumer’s values, personality, attitudes, opinions, lifestyles and interests. They can also be behavioral variables, such as browser history, purchase history, and other recent activity. Targeted advertising is focused on certain traits and the consumers who are likely to have a strong preference will receive the message instead of those who have no interest and whose preferences do not match a product’s attribute.

Web services are continually generating new business ventures and revenue opportunities for internet corporations. Companies have rapidly developed technological capabilities that allow them to gather information about web users.

By tracking and monitoring what websites users visit, internet service providers can directly show ads that are relative to the consumer’s preferences.

Search engine marketing

Search engine marketing uses search engines to reach target audiences. For example, Google’s Google Remarketing Campaigns are a type of targeted advertising where websites use the IP address.

Google Adwords have different platforms how the ads appear. The Search Network displays the ads on ‘Google Search’ other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites that show AdWords ads matched to search results’. ‘The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and Youtube), Partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.

These two kinds of Advertising networks can be beneficial for each specific goal of the company, or type of company. For example, the search network can benefit a company with the goal of reaching consumers searching for a particular product or service.

The ad quality is affected by the 5 components of the quality score

1.The ad’s expected click-through rate
2.The quality of the landing page
3.The ad/search relevance
4.Geographic performance
5.The targeted devices

Social Media Targeting

Social media targeting is a form of targeted advertising, that uses general targeting attributes such as geotargeting, behavioral targeting, socio-psychographic targeting, and gathers the information that consumers have provided on each social media platform. According to the media users’ view history, customers who are interested in the stuff will be automatically targeted by the advertisements of certain products or service.

For example, on Facebook, if a consumer has liked clothing pages they will receive ads based on those page likes and the area they have said they live in, this allows advertisers to target very specific consumers as they can specify cities and interests to their needs. Social media also creates profiles of the consumer and only needs to look at one place, one the users’ profile to find all interests and ‘likes’.

E.g. Facebook lets advertisers target using broad characteristics like Gender, Age, and Location. Furthermore, they allow more narrow targeting based on Demographics, Behavior, and Interests (see a comprehensive list of Facebook’s different types of targeting options.

We will continue to grow this section on the go.., please post your comments and feedback.