Ad Targeting Capabilities
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Today, Marketers can target users using techniques like Audience Segmentation, Demographic targeting, Gender targeting, age targeting and Factors like ethnicity, income levels, interests and relationship status up to a high level of accuracy. Every major ad network has some unique targeting points that it tries to sell to advertisers.
Benefits for the company
Ad targeting capabilities have risen on a rapid rate with the increase in technology penetration and data intelligence. This is one of the major levers contributing to Innovation in the digital advertising space.
Feasability
High
Type of expertise/ AI domain
Segmentation, Clustering, Classification – Random Forest
Internal data required
Demographics, Segments, Ad Interaction, Ad traffic
For example InMobi, a mobile ad network uses Appographic targeting that observes the various apps on user’s phone and then suggests an Ad for an app that a user is likely to install