Ad targeting and optimization.
One aspect of ad-serving technology is automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics. Significant methods include:
- Behavioral Targeting - Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.
- Contextual Targeting - (also known as Semantic targeting) Inferring the optimum ad placement from information contained on the page where the ad is being served. For example, placing mountain-bicycle ads automatically on a page with a mountain biking article.
- Creative Optimization - Using experimental or predictive methods to explore the optimum creative for a given ad placement and exploiting that determination in further impressions.
Patrick Abboud
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