Targeted Web Traffic
Brands that are looking to advertise online will often try to identify the segments of the market which are most likely to want to purchase their products or services and attempt to reach these niches over those segments that are unlikely to do business with them. This is of obvious benefit to them and can lead to more significant returns for their business.
Finding the Right Targeted Traffic
Many brands are of course interested in the viewers who see their ads and an industry verifying the traffic that surrounds these viewers. These firms can make sure that you are targeting the appropriate viewers and different digital advertising companies can help to augment your ad placement towards viewers who are more likely to be buyers.
Data is the Key
To effectively target a customer group, data is the key. Digital advertisers will either collect data on their own or purchase data from third parties that collect and repackage data. Cookies are some of the common ways that information is located on each individual web viewer and many digital advertising companies will accumulate significant amounts of information on users that they can use to further segment the market for brands to advertise to.
Common ways that Businesses Target
Common ways that brands try to target individuals are based on their geography, interests, ethnicity, age, socioeconomic status, and even based on the current weather. For example, a company that sells coats may wait until the weather is blow a certain temperature in an area and advertise then, targeting customers in this geography. Others rely on your web history for searching out different products and will identify you based on your buying habits. A wide range of different strategies are employed for customers and web site viewers that allows for more specific targeting via digital advertising than might be otherwise achievable.
For more, see Targeted traffic.