Programmatic Media 101: Establishing Targeting Strategies | Training Takeaways | All MKC Content | ANA

Programmatic Media 101: Establishing Targeting Strategies

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Erin Yasgar identifies critical criteria to consider when developing the targeting strategy for your programmatic media buy — guidance that is drawn from her ANA on-demand training course "Harnessing the Power of Programmatic."

Targeting criteria can include the following:

  • Time (e.g., time of day and day of the week)
  • Platform and technology considerations (e.g., Android versus iOS, browser type, and connection speed)
  • The demographic, behavioral, and contextual parameters you'll be using and, on mobile, the location you wish to target

You will also want to consider whether you wish to use deterministic or probabilistic targeting. In deterministic targeting, you select an audience by characteristics you can verify, say, women who are frequent purchasers of shoes (which you might know based on third-party credit card data).

In probabilistic targeting, you select, with algorithmic assistance, an audience based on certain characteristics that lead you to believe they possess other, more relevant characteristics. Perhaps you don't have access to the third-party data that would verify that a given audience is comprised of women who are frequent purchasers of shoes, but if you have reason to believe that visitors to a certain website fit that profile, you can probabilistically target them.

The above represents just a morsel from the banquet of insights and best practices available in ANA's on-demand training course "Harnessing the Power of Programmatic."

TO LEARN MORE ABOUT THE COURSE AND REGISTER, CLICK HERE

Source

"Harnessing the Power of Programmatic." Erin Yasgar, global team lead, marketer and agency strategy at Prohaska Consulting. ANA On-Demand Training Course.

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