Targeting ads to consumers whose behaviors indicate that a product category is relevant to them

1. By
R. Praveen (Roll no-32095)
Bharadhidasan Institute of Management

2. Contents
• What is ‘behavioural targeting’?
• New skills required
• Data and Privacy
• Advantages

3. Behavioural Targeting?
• Targeting ads to
consumers whose
behaviors indicate that a
product category is
relevant to them.

4. Components of behavioral targeting
• Tracking and data collection
• Segmenting a user based on online behaviour
• Connecting this data to show advertisements
to that target customer

5. Example:
• Say I was looking to buy a car.
• If I’m anything like the majority of the population,
I would research different cars, price ranges,
brands, and gas mileage.
• Behavioral targeting would recognize that my
recent searches all have certain behaviors in
common and would serve me an ad for a car
dealership.
• Behavioral targeting can get so specific, that it
can target people based off the brands of cars
they’re looking for as well!

6. Evolving landscape. New skills required
Reaching consumers
based on their digital
footprint
Newspapers
Magazines
Websites
TV shows
Context
(Inventory Based)
Audience
(Data based)
V.S.

7. Data underpins behavioural
advertising

8. Consumers are concerned about data

9. Transparency matters

10. Advantages
• Help in reaching surfers with affinity
• reach surfers that were not exposed to a
media campaign
• contact surfers close to conversion and in
reconnecting with prospects or customers

11. Thank You