 |
| targeting and optimising |
targeting and optimising
Advertising networks serve adverts across a number of web sites, and can track a user
visiting web sites in the network using cookies or IP addresses.
This means that advertising networks can offer advertisers:
Frequency capping: the network will limit the number of times a user sees the same advert in a session.
Sequencing: the network can ensure that a user sees adverts in a particular order.
Exclusivity: ensure that adverts from direct competitors are not shown on the same page.
Roadblocks: allowing an advertiser to own 100% of the advertising inventory on a page.
Advertising networks serve adverts across a number of web sites, and can track a user
visiting web sites in the network using cookies or IP addresses.
This means that advertising networks can offer advertisers:
Frequency capping: the network will limit the number of times a user sees the same advert in a session.
Sequencing: the network can ensure that a user sees adverts in a particular order.
Exclusivity: ensure that adverts from direct competitors are not shown on the same page.
Roadblocks: allowing an advertiser to own 100% of the advertising inventory on a page.
The advertising network can also target adverts based on the business rules of the advertiser or based on the profiles of the users:
Geo-Targeting: online advertising has the ability to target markets by country, province or city, and can even drill them down to something as specific as their IP address.
Operating System / Browser Type: markets can further be targeted via networks or browser types such as Firefox, Internet Explorer, Safari, etc.
Connection Type: users can be segmented and targeted according to their Internet connection type, e.g. whether they use broadband or dial up connections.
Day and Time: advertisers can choose the time of day or day of the week when their adverts are shown. Advertisers can specify when their campaign should air, down to the minute. This usually depends on the client’s objective for the campaign or the product itself.
Social Serving: web sites gather personal data about users and then serve each user with targeted and relevant advertising. For example, Facebook will allow advertisers to select specific characteristics of users who will be shown an advert.
Behavioural Targeting: the advertising network uses the profile of a user (built up over previous web sites visited) to determine which adverts to show during a given visit. Networks can base this profile on cookies or on IP addresses. For example, the network may choose to show adverts for pet insurance on a news page to a user who has visited the pets and animals section of a general media site previously.
Contextual Advertising: the ad server infers the optimum adverts to serve, based on the content of the page. For example, on an article about mountain bike holidays in Europe, the network would serve adverts for new mountain bikes, or adverts from travel companies offering flights to Europe, or perhaps adverts for adventure travel insurance.
Geo-Targeting: online advertising has the ability to target markets by country, province or city, and can even drill them down to something as specific as their IP address.
Operating System / Browser Type: markets can further be targeted via networks or browser types such as Firefox, Internet Explorer, Safari, etc.
Connection Type: users can be segmented and targeted according to their Internet connection type, e.g. whether they use broadband or dial up connections.
Day and Time: advertisers can choose the time of day or day of the week when their adverts are shown. Advertisers can specify when their campaign should air, down to the minute. This usually depends on the client’s objective for the campaign or the product itself.
Social Serving: web sites gather personal data about users and then serve each user with targeted and relevant advertising. For example, Facebook will allow advertisers to select specific characteristics of users who will be shown an advert.
Behavioural Targeting: the advertising network uses the profile of a user (built up over previous web sites visited) to determine which adverts to show during a given visit. Networks can base this profile on cookies or on IP addresses. For example, the network may choose to show adverts for pet insurance on a news page to a user who has visited the pets and animals section of a general media site previously.
Contextual Advertising: the ad server infers the optimum adverts to serve, based on the content of the page. For example, on an article about mountain bike holidays in Europe, the network would serve adverts for new mountain bikes, or adverts from travel companies offering flights to Europe, or perhaps adverts for adventure travel insurance.
