How To Target Ads

The available pool of all ads is large and can be intimidating to the client. To be successful, you need to target your ads. How? You need to narrow down from the available ads. This is often done automatically on each request by the ad server. The selection criteria are inputted by the operations team from the advertiser’s perspective and from the publisher’s sales team. The criteria can be simple or very complex. Strong ad targeting does not invade a user’s privacy – if done correctly it only enhances the user experience. It can offer the user exactly what they need! Ad targeting can also maximum cap the frequency of the ads and so the user will not get inundated by the ad too many times.

There are four approaches to targeting ads:

Geographical Targeting

Here you limit the display of the ad to specific places such as cities or countries. This would be an example for a product available in only certain locals.

Zone Targeting

Here you offer alternative ads to people from a zone outside of your target market (from type 1).

Group/Event Targeting

If you have a specific group or marketing event you can target ads to those attendees or registered people. The rest of the world will see another ad or no ad at all.

Layered Zone Targeting

Here you can combine multiple targeting approaches in one campaign. You can offer for example four prongs to the advertising campaign:

Exclusive ad – One party purchases exclusive rights to a spot for their ad for a time period.
Standard non-exclusive ad – Many ads are sharing the same space from different campaigns or advertisers.
Premium ads – A variation of the ‘a’ and ‘b’ and offer selective spots or times or frequencies.
World ads – General targeting of even in-house or pro-bono ads.

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By: Naor

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