Impact of Targeting

Jill Peled and Anneken Tappe

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the impact of targeting.

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...

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