How We Target

In an environment where so many different options exist to reach audiences, one size does not fit all. The first part of a successful plan is matching targeting options to campaign goals. Our digital media planners examine the relevant contextual categories, data audiences, and private marketplace deals that are best suited to achieve the campaign goals. We employ a variety of targeting options to create the best plan for your campaign.

The ability to profile and find prospective audiences using data is one of the most powerful attributes of a media platform.  Our sophisticated data targeting methods can make use of your own data, both offline and online, and/or pull from over 130 data providers. This data helps identify targets in everything from demographics, business and industry, in-market for purchases, interests, lifestyle, even TV audiences.

With content targeting, also known as contextual targeting, we place ads within editorial environments likely to be consumed by your target audience, ensuring your ad placements support specific campaign and visibility goals.  We utilize leading content aggregators to find the best combination of content categories for each campaign.  These include Peer 39, Integral Ad Science, DoubleVerify, IAB, Grapeshot, as well our own custom content lists.

Keyword targeting is another way we target placements in salient editorial. We have several tools to create and serve to keyword environments. This targeting tactic is particularly useful in B2B campaigns as well as highly niched consumer efforts. As data privacy continues to be a focal point for consumer advocacy groups, keyword targeting will play an increasingly important role in targeting.

Leveraging our massive volume of data audiences, Cross Device Media is able to create audience models based on current visitor patterns.  Based on the goals of any given campaign, we’re able to examine which visitor groups are most engaged and then model additional audiences with high concentrations of people within those groups.  This creates a highly effective way to extend the reach of a campaign to prospects for your brand in places we may not otherwise have found.

The average consumer uses at least three devices.  We employ cross device targeting, to target that consumer across their entire connected journey.  This allows us to more efficiently manage our frequency of delivery, control the cost of media and more effectively capture conversion events.

For many companies, their own CRM data represents their most potent advertising audience.  Using the industry’s most sophisticated audience mapping tools, we are able to convert offline CRM data into a robust online advertising audience.

We have the capacity to concentrate and scale your campaign’s footprint to match your budget and campaign objectives.  Targeting parameters can easily be narrowed down to states, metros, DMA’s, right on down to the zip code level.  Other tactics include IP address, geo fence and radial targeting – specific locations as defined by their lat/long street address.

Using real-time weather data, we can target ads to run when the local weather reaches specific temperature ranges.  This targeting technique uses real-time weather data that’s collected around the world by OpenWeatherMap. Temperature targeting allows advertisers who may see demand for their products fluctuate based on weather conditions.  For example a heating and cooling company can increase or decrease their advertising volume during peak periods of awareness — either temperatures below freezing, or above 100 degrees

Retargeting is a process by which we target people who have already visited your website.  These are people who have an established interest in your product or service.

  • Recency
    The retargeting audience is often one of the most powerful conversion pools.  But not all previous visitors have the same value to an advertiser.  With recency targeting, we score and value retargeting prospects based on how recently they’ve acted relative to known conversion windows.  This allows us to bid and serve more aggressively to the most likely prospects and to discount those who may never convert.  So, unlike most other retargeting programs that serve endlessly to a past site visitor (which could tarnish your brand), we’re able to efficiently concentrate spending, save valuable budget, and prevent bad user experiences.

Household Extension™ allows us to expand targeting to every device on a user’s IP address in one location, broadening the campaign reach.  This allows us to target the same person on multiple devices or new people in the same location.

Sometimes you want to be sure certain publisher properties are on your buy. One-off direct buys not benefitting from our campaign management require separate agreements, which often include time-consuming negotiations, mandatory publisher minimums and independent reporting.  With our access to large volumes of direct publisher contracts, we’re able to provide cost-effective, minimum-free placements.  These are included within the plan, can be dynamically optimized, are rolled into the omnichannel reporting for each campaign, and will display a report card on each publisher’s performance.