What types of targeting options are available for programmatic campaigns?

By employing programmatic ad segmentation, marketers can be sure that their budgets are allocated to ads that are shown only to relevant audiences. Search retargeting consists of showing display ads to users as they browse the web based on their keyword search behavior. Campaigns are configured with keywords that you choose and that are relevant to your company or products. For example, if you're a furniture retailer, you might want to serve display ads to users who searched for “leather couch” or “leather sectional.” This type of advertising is successful because it uses intent to connect with shoppers.

The buyer may or may not know about you, but they're showing interest in a product or solution you're offering. Think of it as a prospecting strategy that can be used to the fullest. Predictive segmentation uses all web browsing data from behavioral segmentation, incorporates third-party data (if available), and applies powerful artificial intelligence and machine learning to analyze data and predict future buying patterns based on past behaviors. The AI that drives predictive segmentation can establish connections between behaviors, identify similar and related products to increase sales and cross-sell, and focus on the buyers most likely to make a conversion at any given time and instantly.

And the more data you analyze, the more you learn and the better your models are. That's why it's important to retarget previous site visitors with ads about items they've already expressed interest in. Using programmatic segmentation allows a company to identify its specific target markets more effectively. Contextual segmentation is similar to an audience campaign, as it is targeted based on a set of third-party data segments.

The good thing about programmatic is that you can be very specific by segmenting different types of content into specific pages. Segmented ads are personalized based on identity and behavior profiles grouped in a specific place of interest, whether it's your physical location, that of your competition, or a place where your target audience is. Visitors with similar behaviors are then grouped into defined audience segments, allowing advertisers to target them with specific, relevant ads and content based on their browsing and purchase history. The great thing about programmatic advertising is that, by using data, it does that groundwork on behalf of marketers.

Based on segments of third-party data, contextual segmentation analyzes the content that users are viewing online and segmenting different types of content on specific pages. Because it's based on GPS data, this type of programmatic segmentation is more ideal for mobile campaigns than for desktop campaigns. That said, determining which segmentation tactic is right for you will depend on what your campaign objectives and budget are. In a nutshell, programmatic segmentation uses acquired data sets to determine the right audience and the best places to find them online.

Contextual targeting allows advertisers to find different categories or keywords on the page and then show ads that are relevant to that specific content. Programmatic advertising can be customized to target a primary group based on where they live, the content they consume online, their physical visits, and more. If you work with a specialized programmatic advertising agency, your campaign manager will have a good understanding of the different providers and the quality of their data. Today, there are smarter and more accurate ways to measure programmatic advertising and ensure that your display ads attract the right buyers.

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