Effective Audience Targeting Leads to Bigger Display Budgets

eMarketer

Agencies, advertisers win additional display budget based on audience targeting effectiveness, reach

In the early days of online display advertising, marketers equated a target audience with the demographic of a selected premium site placement. But in today’s data- and technology-driven world, display advertisers can supplement and even substitute standard premium buys with audience targeting.

With audience targeting, advertisers tap into a wealth of first-hand and third-party data, including demographic, geographic or behavioral audience information to identify potential audiences or retarget previous site visitors. Read more

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