IAB Education

Taught by Experts from Audience Science & Peer39

Targeting, largely based on contextual approaches, has always been a crucial component of successful advertising campaigns. However, today’s fragmented media landscape and highly empowered users make it harder and harder to find customers and stand out from advertising clutter.

This seminar shows how new targeting approaches (behavioral targeting, semantic targeting, and audience targeting), based on innovative technologies and analytic frameworks, allow digital marketers to boost both reach and frequency in their campaigns, extend marketing messages across the purchase funnel, and get the right advertisement in front of the right person surrounded with content chosen to maximize the message’s effectiveness.

You will learn the important data sources that underlie today’s most important targeting tools, the principles that allow optimization engines to turn data into insight, and the regulatory and consumer privacy pitfalls that must be avoided at all costs.

This seminar will outline approaches to defining and targeting audiences and ensuring a good fit between that audience, the advertising message, and the meaning of the surrounding content.

We will help you get started in the world of data mining and segmentation approaches and predictive behavioral targeting, and also provide proven tips and techniques for those looking to take their campaigns to the next level.

Intended for marketers and media planners, this seminar will also be useful for traditional media professionals looking to understand this fundamental capability of interactive advertising.