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Ads Targeting & Optimization

One aspect of ad serving technology is automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics. Significant methods include:

• Behavioral Targeting - Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.
• Contextual Targeting - Inferring the optimum ad placement from information contained on the page where the ad is being served. For example, placing Mountain Bike ads automatically on a page with a mountain biking article.
• Creative Optimization - Using experimental or predictive methods to explore the optimum creative for a given ad placement and exploiting that determination in further impressions.

Targeting

By Targeting target group-exact delivering is understood about advertisement, what can be made possible in different kinds.

Groups of interests

Basic conditions are groups of interests, which must be definable by the operator. Each means of publicity must be able to be assigned then to one or more groups of interests. Different Internet sides with different side contents can be assigned then to the respective groups of interests and on these sides be taken place then only insertions of banners, this group of interests belong (e.g. an advertisement for model railways is faded in only on sides over railways, not however on sides, which are occupied with airplanes).

Clock times/times of day

The definition of clock times should be possible, to those a banner is faded in or not. So for example banner advertisements with erotischem material can be limited to the insertion to the nighttime.

Land and regional allocation

The possibility is likewise important of limiting the announcement of certain banners to persons from certain countries or regions (e.g. Bavaria, Berlin, etc.). The regulation, from where a side visitor comes, usually takes place thereby by means of its IP address. In this way it is also possible to deliver regionally specific advertisement without Streuverluste. There many Provider (e.g. also large like T-Online and AOL) its customer the IPs dynamically assign, are not a clear regional allocation of the IPs possible always.

Range

Some Adserver examine, over which for a connection of the Request of the Browsers comes. So e.g. modem connections of advertisement know, the one large volume of data necessarily ("“Richmedia"”, Filmspots,"…), to be spared. Also this allocation is not clear and thus indistinct always.

Frequency Cap

Via a FC the frequency can be steered, with which an individual Surfer a certain advertisement is shown. This is meaningful e.g. with large sized advertisement, which is clearly more expensive and sinks in high frequency also in its acceptance. Since by the employment of FC the range for sale sinks automatically, only few advertising media of it make for use.

Controlling of the indicator frequency

The Adserver must offer the possibility of the influence of who leg glares of individual banners, in order to deliver certain banners or campaigns preferentially and thus faster.

Indicator optimization

As banners in their quality, so differently is also their clicking rate (the relationship between number of insertions and number of clicks) differs to certain times of day, weekdays and in particular groups of interests. High performance Adserver has an automatic optimization of in-booked banners. Banners with a high clicking rate (= more successfully) are automatically more highly weighted in their segment and more frequently faded in thus than other banners with smaller clicking rate (= less successfully). In this way takes place an optimization, which leads to more Klicks with equal lasting quantity of insertions. If a Adserver has automatic indicator optimization, then the possibility should exist also here of treating and with it of delivering certain banners more frequently and faster preferentially.

Different kinds of integration

Adserver should permit different kinds of the integrations into the sides of the advertising medium, so that the users of the sides are made attentive to the advertisement against the habituation effect (see in addition detailed Internet advertisement)

Reporting

For the evaluation of the success of the banner advertisement evaluations must be made by the Adserver, which is indicated to the user of the Adservers in as clear and versatile a form as possible. Beside table data also diagrams and graphs should be present, visualize the insertions, Klicks and clicking rates.

Fastidious Adserver offers extensive evaluations, which are classified also very finely after times of day, weekdays, days, months, groups of interests etc.

In addition the AGOF = working group on-line research with special methods operates the collection of means of publicity ranges in Internet.Auch info. LINE, come out from the IVW = information community for the statement of the spreading of is active in the range. In the source text many (of commercial) web pages one can find the contraction IVW or ivw. Usually it acts thereby around a so-called Web nose of 1x1 pixel size, over all data, which the Browser sends to the selected web page also to info.