Digital Advertising Guide

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Inferred Data

Inferred data is information collected about web users based on their online behavior. Its resulting targeting tactics include behavioral targeting, retargeting, look-alike modeling and audience targeting.

Behavioral Targeting

Behavioral targeting allows a marketer to target its audience based on their online behavior. Websites and networks analyze the consumers' online habits (clicks, frequency, time spent, and types of websites visited) and serve an ad when someone demonstrates the behaviors that a marketing campaign is looking for. For example, when a marketer purchases a behaviorally targeted media buy on a website that does not have gated content, the website does not know the age, gender nor occupation of an individual who visits its pages. However, it can infer these details by following that individual's browsing habits. If the person reads articles about car reviews and motor shows, basketball games, and finance, plus looks at a market-data section, the website may infer that he is a male auto-enthusiast who works in finance. If the marketer is targeting that audience, its banner ad is served.

Retargeting

Retargeting allows marketers to target individuals who have already expressed interest by being exposed to or interacting with the brand. This brand exposure and interaction includes seeing a banner ad, visiting the brand's website, typing a search query, or taking an action on the website (such as a placing an item in a shopping cart, but not buying it). Retargeting keeps users in the brand embrace by following them around the Internet with appropriate and custom messaging. For example, when a shoe marketer purchases a retargeted media buy on an ad network, the ad network will track individuals who visit the shoe marketer's pages. If an individual looks at a pair of shoes, but does not buy them, retargeting will be able to reach that person again and serve them a reminder ad featuring the shoes they previously viewed with a compelling offer.

Page 28 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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