Targeted advertising

Targeted advertising is being used by retailers, manufacturers, and advertisers around the world in order to send online advertising to the right audience. It is also known as behavioral targeting, interest based targeting, or consumer interest targeting.

Retargeting is also a form of targeted advertising used by retailers and manufacturers to try and gain revenue from site traffic and drive perspective clients back to their channel.

By dropping anonymous pixels on site visitors, retailers and manufacturers can utilize retargeting to increase their site traffic, site value and increase inventory sales. These benefits occur because the dropping of the pixel allows ad servers to “follow” consumers around the web so that ads are shown to the right perspective buyers. In theory, this helps to bring consumers back to the channel and in turn creates higher ROI and the benefits listed above.

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Targeted advertising for advertisers is quite different. Advertisers use behavioral targeting to attain better campaign results for clients. Better click through rates, a more targeted demographic, and real time bidding through demand side platforms help advertisers to make the best of their campaign budgets. Behavioral targeting in itself is a space that is being used more and more widely across the globe, but few targeted advertising companies are taking this already targeted concept to an even more specific demographic.

One concept making headlines in the online advertising world is “Ownership Targeting”. This idea is focused around anonymously pixeling site visitors to manuals sites and identifying ownership signals from partnered websites.