Predictive targeting: This ad is for you
Oliver Gertz and Christian Schmalzl MediaCom EMEA
Predictive targeting is the new frontier of ad serving, employing smart data combined with large-scale multimedia buying opportunities
Personalised targeting has moved from simple contextual ads through demographic targeting into behavioural targeting and is now evolving into predictive profile-based targeting, with a new method of digital media buying - the trading of ad space by audience.
Audiences can now be defined based on up to 600 variables (including factors such as ‘interested in computers', ‘interested in buying a new laptop', or ‘has evaluated laptop model...