Digital Advertising Guide

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Registration/Volunteered Data

Registration data is the most accurate form of targeting, and it is collected from information provided by users when registering for a website or adding additional information to their website profile. Targeting options include demographic, geographic, and social. While there are many websites and networks that require registration for members, for the purpose of this document, we will use Facebook as an example. However, many other sites have registration gateways for all or some of their content and features. These sites include, but are not limited to Match.com, the Wall Street Journal, Hulu and Twitter.

Demographic

Demographic targeting allows marketers to target individuals based on their demographic profiles. Some common demographic data include gender, age, and education level. For example, when a marketer purchases a demographic targeted media buy on a website, it is able to categorize which of its users meet the marketer's specifications for gender, age, and education level, and then serve the ads based on these demographics.

Geographic

Geographic targeting allows marketers to target people based on their location. Geographic data include countries, states, cities, and zip codes. For example, when a marketer purchases a geographically targeted media buy on a website, it is able to identify which of its users are located in a specific location, and then serve the ads based on these geographic selections.

Social

Social targeting allows marketers to target individuals based on their digital social connections and interests. Social connections include friends, fans, followers, connections, contacts, and other forms of social media relationships. For example, a company like Outdoor Center is able to target men based on a specific set of criteria that defines them as adults in New England, who are interested in outdoor sports, and are not already a fan of Outdoor Center's Facebook page.

Demographic Geographic Connections Interests
  • Males, 18+
  • Vermont
  • New Hampshire
  • Maine
  • Massachusetts
  • Connecticut
  • Rhode Island
 Does not currently like Outdoor Center's Facebook Page
  • Rock Climbing
  • Hiking
  • White Water Rafting
  • Camping
  • Skiing
  • Bike Riding
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