Marketo-DG2DA
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
PART V: AD TARGETING<br />
AUDIENCE-FOCUSED TARGETING<br />
Interest Targeting<br />
Interest targeting is based on the<br />
interest categories of customers.<br />
This type of targeting targets<br />
customers whose online behavior<br />
shows they are interested in a<br />
specific category. Those<br />
customers are then served<br />
relevant ads as they travel across<br />
the internet.<br />
This differs than behavioral<br />
targeting because the user does<br />
not select or self-identify their<br />
interest; they are inferred by the<br />
platform based on their behavior,<br />
like browsing history. Often ad<br />
platforms let customers tailor their<br />
interests so they can see ads they<br />
want, while also helping the<br />
advertiser reach audiences<br />
more effectively.<br />
Here are two examples from different<br />
advertising platforms—Google and<br />
Twitter, respectively—that show<br />
snippets of the different interest<br />
categories that the platform uses to<br />
categorize their audiences. As you<br />
can see, the different interest<br />
categories go from very broad to<br />
more specific.<br />
Interest Targeting Category Examples from Google<br />
Interest Targeting Categories from Twitter<br />
83
Change language