Targeted advertising has long been an indispensable tool for promoting business on the Internet. It helps to attract customers as phone number library accurately, profitably and selectively as possible, using data on their behavior, interests and preferences.

How Targeted Advertising Works

Targeted advertising is a modern tool for promoting products and services that focuses on a specific audience. Unlike traditional advertising, it does not try to How It Works reach everyone, but focuses on those who may actually be interest in your offer. A kind of “selection” of the audience based on the principle of maximum probability that it will respond to advertising. This allows businesses not only to save resources, but also to increase the effectiveness of campaigns.

Targeted advertising works alexis lascala corporate communications specialist by analyzing user data. This data is collected by various platforms (e.g. YouTube, Google or Yandex search queries, VKontakte, Telegram, etc.) through user actions: search queries, likes, subscriptions, purchases, and even content views.

Let’s take a detailed look at what targeting is and what stages there are in the work of targeted advertising.

Step 1. Data collection

Data collection is a key stage that determines the effectiveness of the entire campaign. At this stage, the platform’s algorithms comprehensively record How It Works user information using various tools.

What information is collected

• • Demographic data: age, gender, location, language.
  • Interests: information based on user actions – pages viewed, likes, comments, subscriptions.
  • Behavior: frequency of purchases, interaction with applications, time spent on sites.
  • Devices: device type, operating system used, phone model.
  • Cookies: track user actions on the Internet, recording visited sites, adding items to the “Cart”, and clicks on advertisements.
  • Social media: Preference data based on the content the user interacts with.

How this information is collected

• Pixels: A small piece of code uae phone number that is installed How It Works on a website to track the actions of visitors.
• Mobile SDKs: Tools for collecting data on in-app behavior.
• APIs: Interfaces through which companies can integrate their own customer data with advertising platforms.

The collected information is accumulated in each user’s profile. This allows for the creation of a digital portrait that is used for targeting.

Stage 2. Setting up targeting

This is probably the longest, most difficult and responsible stage, since not only the effectiveness of the “unrolled” advertising depends on it, but also the cost of the target action. At this stage, the advertiser determines who exactly the advertisement will be shown to. Setting up targeting is the process of filtering the audience according to pre-set criteria. If our target audience is strictly women over 40, then unrolling advertising for male teenagers is like burning money.

What should you rely on when setting up advertising:

1. Demographics: age, gender, marital status, education.
2. Interests: hobbies, interests, preferences, what content is of interest (sports, cooking, travel, cars, etc.).
3. Geolocation: country, city, radius around a certain point (for example, 10 km around a sports club).
4. Devices: targeting users working with specific How It Works gadgets (iOS, Android). Particularly relevant in the field of mobile app development.
5. Behavioural factors: purchases, visiting certain categories of sites.

Types of targeting

• • Socio-demographic: suitable for campaigns with a wide audience.
  • Contextual: shows ads based on the content that interests the user.
  • Retargeting: re-engaging with users who have already interacted with the brand (e.g. visited the website).
  • Look-alike audience: search for users similar to your current audience. You can also search for users similar to your competitors’ audience.

The advertiser carefully selects parameters to reach exactly How It Works those people who will be most interested in the offer. Some platforms, such as VKontakte, allow targeting a pre-parsed audience, which significantly increases the ability to show to a narrow audience (for example, active subscribers of communities who have put at least two likes).