Behavioural Targeting

Targeting ads based on user behaviour

Behavioural Targeting


Mark Brennan, Admap, September, 2015

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.


Seth Hittman, Admap, September, 2015

This article argues that the shift towards mobile advertising has created an opportunity for mobile data management platforms (DMPs) to improve the quality and use of mobile tracking data.


Ben Phillips, Admap, September, 2015

This article gives an overview of the multiple mobile video platforms and ad networks that are available to advertisers, and provides guidance for selecting from these, creating content and appealing to the right target group.


Matt Tanner, Admap, September, 2015

This article argues that UK retailers can improve relevance and increase returns for the 'Black Friday' sales event by using data generated in the previous year.


Claire Spencer and Tony Mattson, Admap, September, 2015

This article argues that advertisers need to be more transparent about how they collect and use personal data, and make sure people benefit from it.


Frank Wolfram and Michael Berelian, Admap, September, 2015

This article explains how advertisers can use in-app advertising on mobile to reach their audiences, and avoid the two major mobile ad owners - Facebook and Google - getting in the way.


Stephen Whiteside, Event Reports, MediaPost OMMA Programmatic Display, May 2015

This event report outlines how Coldwell Banker, the real-estate group, is seeking to develop a marketing strategy based around "programmatic content".


David Mattin, Admap, July/August 2015

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.


Stephen Whiteside, Event Reports, MediaPost OMMA Programmatic Display, May 2015

This event report addresses how Target, the retailer, is ensuring its programmatic advertising efforts meet the highest possible standards through creating a custom exchange meeting its specific needs.

WARC RECOMMENDS


ARTICLE FOCUS

Impact of Targeting

An overview from the Advertising Research Foundation


BEST PRACTICE

Behavioural models

Tips, strategies and reminders for behavioural approaches


ADMAP

Personalised Targeting

Behavioural targeting focus in the Mar 2011 issue