Programmatic Audience Targeting

Programmatic
Audience Targeting

Programmatic audience targeting
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Robert Brill writes about advertising on Forbes

The key to advertising in 2024 is reaching people based on the data we have about them. 

What is programmatic audience targeting?

Programmatic audience targeting allows businesses to reach their customers based on robust data profiles that exist about every consumer. It’s a way of precision targeting the exact people we need to reach, and leaving behind everyone else.

These audience targeting parameters are mostly activated through demand side platforms (DSPs), which connects a massive ecosystem of data partners. For example, in The Trade Desk, one of the leading DSPs, there are over 200 data sources available and over 1 million individual segments available to target.

There are so many variations to programmatic audience targeting:

Demographics
Targeting based on age, gender and household income

Lifestyle
With Acxiom Personicx segments, people can be targeted with an ad based on where they live, the type of car they drive, and their income. A person living in the country will be more interested in different products than a person living in a city.

Location
Target based on the places a person visits. For example, location targeting can reach a person who goes to the same office building 5 days a week, inferring they work there. Or, location targeting can reach people who have been to a particular Walmart Store.

Purchases
Deliver ads based on products purchased on Visa, Mastercard, or tracked with a grocery store loyalty card.

Travel Interests
If you are planning on flying out of LAX for a trip to Curacao, that data will be made available. An advertiser can target you to buy a swimsuit.

Financial Profiles
Target based on FICO score, credit score, and other indicators of wealth.

Social Media Graph
Reach people based on the actions they take on social media

Behaviors
Target based on music interests, web searches, web browsing habits, media consumed, and other actions that signal preferences.

One key benefit of programmatic audience targeting is the efficiency of the buying process. Instead of delivering ads with a lot of waste, the audience data lets us pinpoint our people. For example, there are a lot of sports lovers on ESPN.com. But, far fewer of them are going to be Major League Baseball fans who are also mothers, and fans of the LA Dodgers. Thus, if you are selling something to this audience it would be really inefficient to reach this audience on ESPN. But, with audience targeting you can pinpoint your people on ESPN, then Barstool Sports, then recipe site, then on a local news site, etc. In this way businesses don’t have to worry about creating individual relationships with each publisher where your audience might be. Instead, wherever we see the audience they are eligible to see your ad.

If you want to start reaching your audience with precision data work with Brill Media. Start with a strategy call with our CEO Robert Brill.

Programmatic Audience Targeting

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