In this post, we are going to discuss programmatic targeting tactics for “traditional screens” like desktops and laptops. Even though the desktop and laptop market may not be growing as fast as mobile, it continues to be a valuable segment for programmatic media buying.
A Word About Cookies
Some of these methods use web browser cookies that are created by easy-to-install code that is stored on a website. This code funnels information back to the demand-side platform that gets integrated into their database. Using this method, they can collect powerful data about website visitors which you can use as part of your programmatic targeting.
Retargeting uses the data obtained from the cookies of previous website visitors. You can use items like previously searched keywords to target current audiences. This allows you to target an audience by their intent using display advertising. Collecting this type of information was not possible with display advertising in the past. Another version of retargeting is basically audience buying. It combines behavioral targeting data with large amounts of ad inventory. Using cookies, providers are able to collect information about the traffic that comes to your site. Once they have this information, you can then buy audiences that have similar cookie data. Each visitor is evaluated using a demand-side platform. They use anonymous, unique identifiers that are matched up with their database of behavioral audience data. If a match is found, the demand-side platform bids on behalf of the advertiser targeting the audience.
2. Site Buys
Site buys is a more traditional form of targeting which allows you to choose the publishers where your ads will appear. This is the traditional form of inventory buying but is applied to the programmatic platform. The downside to site buys is that real-time buying typically gets a lower ad serving priority, which can result in later session depths. In order to scale up site buys, you may have to work with the publisher directly.
3. Contextual targeting
Contextual targeting allows you to show ads on pages with a specific category or topic. Special software analyzes the pages and organizes them by categories and topics. Since this method of targeting is based on algorithms to determine topics, it is best used on sites with plenty of text like blogs.
4. Audience targeting
With audience targeting, cookie data is used to target audiences that meet specified criteria. The audience targeting tactic uses behavioral data from third-party data companies. This data is categorized into distinct segments like household income, gender, age, and many other psychographic and demographic categories. Should you use a third-party service to collect this data, you can expect an additional cost added to the price of the inventory. To increase relevancy, you can add contextual data to your audience targeting. This should be possible using the interests, keywords, and categories most people will identify with a brand.
In some cases, you can use the data collected from these targeting tactics together for increased effect. Used wisely, they can be powerful money-saving tools in your programmatic targeting arsenal. Using these targeting methods lets programmatic buyers choose and then optimize what works best.