Reduce wastage by using behavioural targeting in context

Sue Elms and Duncan Southgate

Behavioural targeting – delivering ads based on a user's searching or surfing behaviour – is now increasingly commonplace. It has been heralded as nirvana for marketers but, in reality, it is just one of many online targeting options, each one more or less relevant to the brand's different marketing task (Figure 1).

Figure 1: Online targeting types available

To reach the right person with the right message at the right time is the holy grail of advertising. This article aims to shed some light on what the main options are.