Future Female Event 2011-11-23

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Technology as facilitator for smart display marketing.

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Future Female Event 2011-11-23

  1. 1. Technology as facilitator for smart display marketingDespina StamkouProduct Manager Targeting & Optimisationdespina.stamkou@tradedoubler.com 2011-11-23
  2. 2. Targeting Methods Behavioural Targeting Contextual TargetingLocal Targeting B2B Targeting Gender Targeting Operating System Targeting Geographical Targeting IP Targeting Re - Targeting Age TargetingSearch Targeting Demographics Targeting Gender Targeting Profession Targeting Mobile TargetingB2C Targeting Browser Targeting Newsletter Targeting Facebook Targeting
  3. 3. Reactions…
  4. 4. Internet User & Targeting Classification Characteristics Detailed Info Classification  Geo Targeting IP Address  Lives in Helsinki  B2B Targeting  Works for a bank  Uses Windows 7  O/S Targeting System Info  Browser Targeting  Uses Internet Explorer 9  Behavioural Targeting Cookies  Has a sport and lifestyle profile  Retargeting  Has visited N.com FB FAN Page
  5. 5. Internet User Lives in Helsinki
  6. 6. Geographical Targeting1 Internet User is The user has a unique We show a connected to the IP Address e.g. geographical Internet 217.212.1.10 targeting banner if we run a campaign that targets the area that this ISP point belongs 213.64.88.1 - 218.30.128.255 Each IP Address belongs to ONE physical ISP Point 194.0.1.1 - 194.0.255.2552 78.16.1.128 - 78.16.16.64 Third party companies 100.0.0.1 - 100.164.0.255 provide us with the matching info between 78.32.1.16 - 78.32.1.255 ISP point and IP Addresses 217.212.1.0 - 217.212.1.255 We check in which ISP point the IP address belongs3 Internet User visits a web page We detect the IP address
  7. 7. Geographical Targeting
  8. 8. Internet User Works for a bank
  9. 9. B2B TargetingIP ranges Country City ISP Provider Organization Number of Business Vertical name employees Combining data for B2B targeting
  10. 10. Internet User uses Windows 7 and IE 9
  11. 11. O/S & Browser Targeting User Agent ExampleOpera/9.80 (Windows Mobile; WCE; Opera Mobi/WMD-50433; U; sv) Presto/2.4.13 Version/10.00
  12. 12. Has a sport and lifestyle profile
  13. 13. Behavioural Targeting Web Site Category : Parents Banner 300 x 100
  14. 14. Internet User Has visited X FB FAN Page
  15. 15. Facebook Retargeting Anna and Sophia are Anna visits spotted as N.com N.com VisitorsFB FAN page Anna is spotted as a N.com Liker Sophia clicks Sophia visits the Like N.com buttonFB FAN page
  16. 16. Facebook Retargeting Anna and Sophia Will see different banners
  17. 17. Thank you! Questions/Comments?Despina StamkouProduct Manager Targeting & Optimisationdespina.stamkou@tradedoubler.com

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