Targeting
There are several ways to reach a desired audience across the Internet, with varied levels of targeting. These levels include run of media, inferred data, and registration data.
Run of Media
Run of media targeting can be the broadest form of targeting available and often does not use any targeting restrictions. All individuals who visit the designated website or network may be served the marketer's banner ad. Run of media targeting is used to build campaign scale because of its wide reach. Run of media is also the least expensive of the targeting methods because of its lack of restrictions.
Inferred Data
Inferred data targeting lets the marketer target more specifically by using intelligence gleaned from click, cookie, survey, or other deduced information to reach individuals who engage in a desired pattern of online behavior. Websites and networks anonymously track the online behavioral patterns of their visitors and identify the type of consumers that the marketer wants to reach.
Registration/Volunteered Data
Registration or volunteered data offers the most accurate form of targeting available. It uses defined information that is voluntarily given to a website by an individual. When websites require visitors to register before viewing or engaging with their online content, the data is captured and stored for use to later be appended with behaviors and other data they reveal to the site. The website is able to tell when that person logs in and can use the information previously provided to serve an appropriate ad. Common registration or volunteered data points include email address, age, gender and location.
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