What is ad targeting?
Ad targeting is the process of narrowing down the available ad pool from many ads to just one single ad to display. This process is done automatically by the ad server for every single ad request. The targeting criteria
are setup by the ad operations team from advertiser's requirements and also from publisher's sales planning. It can be very simple or very powerful. Powerful ad targeting does not invade visitor's privacy if it is used appropriately. It can deliver interesting and relevant ads to the visitor, which might be what he/she is looking for. Frequency capping
can be used to avoid displaying the same ad to the same visitor too many times.
Simple - Ad Targeting
You can limit an ad to display only to visitors from Chicago, USA. This is geo-targeting
. People from other cities will not see this ad. The restriction has a direct meaning to the ad as specified by your advertiser.
Simple - Zone Targeting
You can limit all ads within a zone to visitors from Chicago, USA. People from other cities will fall back to the secondary zone
. This secondary zone contains ads for other cities.
Simple - Group Targeting
A marketing event in Chicago has several ads spreading across different zones. It means the ads can be in different content sections, categories or ad placements. You group all ads for this event into a group. Then, you can limit all ads within this group to visitors from Chicago, USA. People from other cities will not see any ads in this group.
Advanced - Four-Layer Zone Chaining
You can combine multiple targeting scenarios into one complex setup. There are four zones chained together
- Exclusive: an advertiser wants to buy the full inventory for a placement for a month. For this zone, there is maximum one ad here at any given time. When there is no exclusive deal, there is no active ad in this zone.
- Premium: few advertisers share this zone, which displays more frequent and can have more targeting criteria than a Standard zone.
- Standard: this zone often contains ads that pay less than premium, ads from networks, or longer-term ad deals
- Default/Remnant: this zone often contains in-house ads or public service ads. These ads should have few or no restriction to fall back in case ads from all above zones can not be displayed.
Ads in any of these zones can have its own targeting criteria and also inherit restrictions from linked groups and/or campaigns.
- Ad targeting by content page and website category
"Each website has a different content layout and structure. However, they all share the same goal. " More
- How does geographical targeting work?
"Targeting ads by specific viewing locations can be very powerful. The ad is relevant to the viewers and the publisher can show more ads within the same ad placement. " More
- Ad Inventory Management
"As with any publisher, your goal is to maximize ad revenue stemming from all of your ad spaces on your website. To get there, you need to optimize your ad inventory. " More
- How to setup ads on my partner's websites?
"If you display your ads on other websites and your ads have restrictions, you might want to consider a backup zone in case none of your ads are available to display. Without a backup zone, an error message will be displayed. " More