-
Display ads are generally targeted towards users based on their current context (contextual targeting), past behavior (behavioral targeting), or a combination of the two.
FORBES: How to Get That Diamond Ring on Your Anniversary! : Using First Party Data with Social Media for Display Ads.
-
In fact, contextual targeting whether based on text or audio and images is just a small part of realizing online video's moneymaking potential, says Michael Kelly, a media analyst at PricewaterhouseCooper.
FORBES: Magazine Article
-
That is known as "contextual" targeting, and many advertisers consider it less effective than "behavioral" targeting, which identifies specific users and their interests.
WSJ: Google Agonizes on Privacy as Advertising World Vaults Ahead
-
Current smartphone technology allows for nearly infinitely granular targeting based on behavior, third-party data, contextual data such as location, and universal sign-in profiles.
FORBES: Google Glasses And Other Prescriptions for Consumer Engagement