Digital Advertising Targeting Strategy
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Mar 17

Four targeting strategies for programmatic media buying

You’re a marketing professional, and you’ve been hearing all of the buzzes about programmatic media buying and are ready to seriously investigate it as an inherent part of your marketing plan. But where do you start?

Here are a few targeting strategies to include in your programmatic media buying campaigns.

1. Data Targeting

Data targeting uses online & offline data from third-party data companies to reach individuals across video, mobile, display, and social mediums. This data includes demographics, purchase behaviors, B2B information, and other psychographic categories.

2. Contextual Targeting

Contextual targeting allows you to place ads on websites within a specific category or topic. This will enable you to reach individuals as they are researching or looking at a particular category of sites individuals across video, mobile, display, and social mediums.

3. Site Targeting

Site targeting is a more traditional form of targeting which allows you to choose the publishers where your ads will appear. Creating a site list will enable you to place ads on websites that you have selected. If these specific websites have inventory available to programmatic media buying than your ad could be placed.

4. Retargeting

Retargeting uses the data obtained from individuals that have recently visited your website. Retargeting generates greater online sales by keeping your brand in front of those that are already interested in your products and brings them back they’re ready to buy. This technique is useful because it helps the company focus ad dollars on current customers and people who have shown interest in what they have to offer, creating a higher return on investment in digital spending.


There is no better way to get started with programmatic media buying than just jumping in. As you are setting up your programmatic media buying campaign, use a few or a combination of targeting strategies to help reach your desired audience across video, mobile, display, and social mediums.


About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.