Impact of Targeting
Jill Peled and Anneken Tappe
WHAT IS TARGETING?
From Advertising Age, Targeting at a glance:
DEMOGRAPHIC: Traditional targeting based on data such as age, gender, income and ethnicity.'
GEOTARGETING: Targets a consumer in a certain geographic area using location data mined from the ISP or IP address. A powerful tool for local business objectives and marketers, it allows the display of local product inventories to customers in the case of new rich-media ads.
BEHAVIORAL: Tracks the actions of thousands of users as they surf the web and aggregates them for trends. These patterns become the...