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Kevin Dean
by Kevin Dean
on May 5, 2008


When taking on an online marketing campaign considering which targeting approach. The approaches to consider are:

  • Affinity Targeting
  • Behavioral Targeting
  • Contextual Targeting
  • Daypart Targeting
  • Demographic Targeting
  • Geographic Targeting
  • Purchase-Based Targeting

Affinity Targeting reaches consumers with advertisements that match the category of the site of interest.

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 which advertisements to display to that individual.

Contextual targeting presents consumers with ads that are relevant to the site content being viewed.

Daypart Targeting presents consumers with advertisements based on the time of day and what they would be most likely be interested in at the time.

Purchase based targeting is based on information about purchases made on publisher site.