Targeting the needle in the haystack

Conrad Bennett

The boom in online advertising has been accompanied by a similar growth of online advertising techniques.

Targeting the needle in the haystack

Conrad Bennett

The one area in which online advertising has the edge over offline media is its ability to track and target web users' behaviour online. For marketers, knowing what shoppers' habits and buying strategies are online is golden but, as with any customer data, it requires in-depth and intelligent analysis to be able to understand and use this information to target web users effectively.

Nobody can deny that the internet represents a growing advertising medium – albeit from a non-existent starting point – or that marketers are increasingly including online advertising in their...

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