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Type of Targeting in Digital Marketing

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Type of Targeting in Digital Marketing

In general, there is 4 major type of Targeting in the area of Digital Marketing?

Behavioral Targeting, Contextual Targeting, Demographic and Geographic Targeting, Remarketing.


Behavior targeting-

It is a technique or ability to target users based on their behavior on the internet.

The concept of Behavior targeting says – the ad shown to the user should not be relevant to the page but to the user. This technique was a great help to the marketers as now they can directly target the interested users only.

Behavior targeting is nothing but knowing each and every impression where to be served. It’s about knowing your customer well.

In DoubleClick Bid Manager or Display360, or any other Programmatic tool the Behavioural Targeting targeting is named Audience Targeting.

Audience List Targeting, Custom List Targeting, Affinity Targeting, Similar Audience Targeting, In-Marketing Audience Targeting, Installed App Category Targeting, New Mobile device targeting,


Contextual Targeting

Technically if you define “Contextual targeting is a technology which uses artificial intelligence to define and understand content-rich websites and match them with targeted keywords so as to show up related Ad as per the content of the page”.

The advertisements themselves are selected and served by automated systems based on the content displayed to the user. Contextual Advertising is in huge demand today as it brings good profit in return plus it’s the latest online advertising technological advance and allows a company to place advertisements in major websites and portals that are carrying relevant content for their product or service which thereby bringing a good response.


We have a number of categories defined but as per IAB standards, the list can be of 23 top-level categories and around 200 categories in total (including subcategories).


Contextual targeting generally works through a piece of code that you put on your web pages. The function of the code is to look through what is on the page and pull relevant ads from the company sponsoring the contextual targeting, which it then places on the site.

Contextual targeting is totally a dynamic approach. When a user requests a page, the page will have a  JavaScript code embedded on it which will make a request to an Ad server with some metadata information about the context of the page. This information could be a number of options like the URL of the page, the page content, or to be specific to the section of the site where the user is… All this information is passed not as a text but as keywords (Keywords are chosen plays the game in the working of contextual targeting ) which will be more than enough for an Ad server to understand the context of the page but that highly depends on the Ad server potential. Every Ad server has its own targeting rules to be followed, for e.g. the keyword passed by the javascript say “sports” will co-relate with rule or condition set for sports category in the ad server and will then serve the content specific ad from the ad server.


Demographic Targeting-

Demographics can be defined as the parameters which are used in segmenting the targeted audience into more specific groups. Some commonly used demographics include gender, age, location, languages known, annual income, parental status, etc. Depending on these traits the audience is segmented into more specific groups which automatically makes a precise and accurate targeting

The use of demographic targeting can help the advertiser to target the right audience reducing the unnecessary impressions thus indirectly saving the budget. The targeting is no more a tough zone as almost all the ad server provides such facility of doing demographic targeting. Knowing the business has no relation to kids it is always better to exclude users below 18 years old similarly if the product is related to females it is better to exclude the male audience, etc.


Geographic Targeting-

The targeting of users as per zip code, area code, city, DMA, state, and/or country is called geographic targeting “.Geographic targeting is the practice of targeting ads to web users based on their physical location, e.g. If I want to show to Ad only to US citizen I can target the Geo only to the US so no other user at a different location can see the Ad.


Remarketing can help people who have previously visited specific pages on your website to accomplish while visiting other sites in the Google Display Network.

Usually, people visit websites but not always indulge in any actions. So, remarketing is a technique which aims at reaching out to those people who have previously visited the website. Remarketing is done by showing ads to potential customers all across the web. In more simple words, It’s bringing back to a customer who visited your site but did not perform any transaction.

This is something very similar to retargeting (but not same), as remarketing also uses the concept of a small piece of code known as a tag, added to each page of the website which helps to catch the users whenever they visit the site, the code helps to track the users and ultimately helping to form remarketing lists using which they can be reached all across the web.

Types of Remarketing-

Remarketing for Display Network: Ads are shown to the visitors while they browse the web.

Remarketing lists for search Ads: Ads are shown to the visitors while they search for what they need.

Dynamic Remarketing: Visitors are shown dynamically created ads powered by your Google Merchant Center Account. This is used to reach out to the advertisers and the ads are created on the basis of how customers visited the site and what paged were viewed.

Remarketing for mobile apps: Ads are shown to visitors who used mobile apps to visit the site.

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