- Standard behavioral: This is based on past behavioral actions inclusive of what ads a user has clicked on, content/pages they have viewed or interacted with, keywords searched, etc. [...]
- Creative: This is based on a user's exposure to a specific piece of creative. It can work well when leveraged to expand reach to a specific audience that responds well to a specific targeted site or placements; [...]
- Sequential: This is learning off of consumer's preferences by their interaction with a piece of creative, and then serving creative targeted to those preferences. [...]
- Keyword: This is based on targeting from online users' previously searched keyword terms. [...]
- Data driven: This uses backed appended data such as offline spending or HHI and layers this on to any standard targeting. [...]
- Retargeting: This is based on a user's action with the brand website and often performs comparable to brand keywords. [...]
- Lookalike: This is building lookalike models off of the above site retargeting.
Posté par Stéphane DEGOR