One of the most effective marketing campaigns that effectively works in growing businesses is to classify the users/audiences based on their demographics, profile data or custom-input and deliver them with the right advertisements. Ad-serving technology has automated the ad campaigns to make it simple for publishers to track down the targeted users and supply with the relevant ads, so that there will be an increase in the possibility of response. It really makes no sense to display family-oriented ads to an unmarried person or sports-related ads to a senior citizen. Hence ad servers are employing many techniques to simplify the advertising concept for publishers & advertisers to present only the applicable ads that users are interested to see but not necessarily what is popular or most watched on the web.
Managing the account to restrict viewers at multiple levels is very easy with the ad servers, as they have very flexible features to target ads by visitor age, location, language, gender etc. Mentioned below are some of the categories that will help in understanding ad targeting using restrictions:
Displaying ads based on behavioral targeting:
Tracking the audience through behavioral targeting will shrink the audience list, so that the publishers or advertisers can restrict the ads to the interested users only. Using the same ad campaign for all the audiences will not help the advertisers to generate revenues for their products. Ad servers help to manage the ad inventory effectively where the advertisements can be easily classified based on the visitors activity such as page views, keyword searches, domain information, geographic location, demographic information etc. The concept mainly uses cookie data to determine the prior behavior of the user profiles and then restrictions are applied based on the zone, campaign or group to target only particular type of users.
Targeting ads based on the visitor behavior or activity is mainly done through demographics using on-site data and browsing history using network information. So behavioral targeting is further classified into two segments – on-site targeting and network targeting.
> On-site or demographic targeting:
On-site behavioral advertising is solely structured for websites where the ads are displayed based on the user/client information and facts that are previously stored in the system. With the help of user profile or demographic data, the publishers or the advertisers have the flexibility to create the most welcoming atmosphere for each visitor by providing relevant ads so that the user gets involved in the site with more improved response. For instance: For a shopping website, it is not a good idea to treat every visitor the same way because the customer may lose interest after some time if he views at the same content. Categorizing the customer and showing relevant products and promotions through ads will enhance the visitors interest on the site to view more products.
> Network or browsing history targeting:
This is done through tracking the browsing history of the visitor to capture some usable data like age, interests, marital status, region etc so that the relevant ads can be displayed based on the acquired information. Targeting cell phone ads on a portal or mobile is more feasible if the user was known to have visited the mobile section of the shopping websites. Similarly, if the user geographical location is known, relevant ads can be placed to show different discounts and sales promotions targeting to that specific region.
Displaying ads based on contextual advertising:
This is the most common method that advertisers or publishers use where the ads are determined based on the information or content that is published on the page. The ads that are served will be in sync with the website page, say for example: a cosmetic ad will be displayed automatically on the page having content related to beauty products.