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How did this online ad find me?

How did this online ad find me?. Digital Advertising 101. The basics. INVENTORY. Feedback!. Differing Goals and Objectives. How do both parties achieve these goals simultaneously?. Audience Targeting. Rose Cooper: Female Millennial / Xennial Married Catholic Mom Sister Aunt

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How did this online ad find me?

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  1. How did this online ad find me? Digital Advertising 101

  2. The basics. INVENTORY Feedback!

  3. Differing Goals and Objectives

  4. How do both parties achieve these goals simultaneously?

  5. Audience Targeting Rose Cooper: Female Millennial / Xennial Married Catholic Mom Sister Aunt College grad with master’s degree iPhone user Demographic: Based on age, gender, relationship status, and other demographics

  6. Audience Targeting Behavioral: Based on user behavior – online, offline, on devices. Uses cookies and pixels. “In-market” and “affinity” targeting are a subset of behavioral targeting. “Search behavior” is also included here. Rose Cooper: Likes to craft Shops for shoes Loves to travel Eats a lot of cake

  7. Audience Targeting Psychographic Based on user attitudes, perceptions, and values. Advertisers generally figure these out by monitoring user behavior. Rose Cooper: Thinks voting is important Values family above all else

  8. Audience Targeting

  9. Precision Targeting

  10. Broad or Precise Audience?

  11. Bidding and Optimization Methods

  12. Ad Placement Models

  13. Digital is a continual feedback loop • Have you ever… • Clicked an ad? • Clicked on an ad and immediately left the page it took you to? • Skipped an ad on YouTube? • Watched a whole :30 ad on Youtube? • Used the “hide ads like this” feature?

  14. Ad Quality Scores • Strong performing ad  high quality score • Low performing adlow quality score • Good quality scores amplify your bid in the ad auction: • Advertiser X is willing to bid $3.00 and has an ad quality score of 6 • Advertiser Y is willing to bid $4.00 and has an ad quality score of 2 • Who wins the ad auction?

  15. Ad Optimization and Testing

  16. Remember… • Data makes people dangerous!

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