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Tuesday, September 19, 2006

Trageting those Ads

I was reading quite along article on the emergence of ad targeting heres my summary and my thoughts on the topic.

Most of us are familiar with contextual targeting; it has been used in offline and online advertising for a long time. If you read a magazine article about home gardening the ads on the page will probably be for Miracle Grow or something. The same principle is applied to the web.

Behavioral targeting is relatively new but catching on fast. The Internet, with its ability to record behavior, is largely responsible for the increase in behavioral targeting. Marketers like targeted ads because they reach specific consumers, eliminating waste and increasing advertising efficiency.

As marketing shifts from traditional media to online media, today’s marketers are embracing search strategies such as SEO (search engine optimisation) and PPC (pay-per-click advertising), as well as contextual, demographic and behavioral targeting.

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