Targeted advertising
Encyclopedia
Targeted advertising is a type of advertising
whereby advertisements are placed so as to reach consumers
based on various traits such as demographics
, purchase history, or observed behavior.
Two principal forms of targeted interactive advertising
are behavioral targeting
and contextual advertising
.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
whereby advertisements are placed so as to reach consumers
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
based on various traits such as demographics
Demographics
Demographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
, purchase history, or observed behavior.
Two principal forms of targeted interactive advertising
Interactive advertising
Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups....
are behavioral targeting
Behavioral targeting
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select...
and contextual advertising
Contextual advertising
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers...
.