Content targeting is a different form of paid inclusion than the normal keyword based search queries. The difference between content targeting and other forms of paid inclusion is that content targeting involves matching not just keywords that are used in a search query with advertisements, but with matching the actual contents of web pages with search queries.
Great article and insight into creative ad development. It breaks the creative ad process into 3 categories - localization tools, personalization tools and optimization tools. Localization represents the most basic level of dynamic creative--ads that update in real-time to match the user s location, the local weather, the time of day and so on. Personalization takes this one step further--ads that update to match the consumer s personal attributes: age, gender, buying history, online and offline activity, and so forth. This is where first- and third-party data kicks in. Then there s optimization. Here we re talking about tools that can help brands and agencies automatically test creative and determine in real time which creative is most effective for a given customer. These tools aren t mutually exclusive. In fact, they are most effective when used in tandem
Smart zones are a new targeting method for display ads. Cookies are no longer effective and challenged by reach, accuracy and privacy. Forrester statistics show that 50% of unique users blocked cookies and ad agencies report that cookie-based targeting for national campaigns averages 30% - 35% and is dropping rapidly. Smat Zones concentrate on demographic attributes
To target your customer, you need to understand how to use the audience demographics in order to reach the desired audience. Learn how to use the data to grow, target and monetize your audience online.