Mastering Programmatic Audience Targeting:
Geofencing, Addressable Audiences, and Retargeting

In the dynamic world of digital marketing, programmatic advertising is one of the latest innovations, offering a way to place graphic ads on popular websites, apps, and other online platforms with unparalleled precision. These ads are not just randomly distributed; they are carefully targeted based on rich data about the user, ensuring that your message reaches the right eyes at the right time. The cornerstone strategies for achieving this level of targeting precision are Geofencing, Addressable Audiences, and Retargeting. Let’s delve deeper into these methods and explore additional tactics that can further refine your programmatic audience targeting approach.

Geofencing Targeting

This creates a virtual fence around a specific real-world location. When a mobile device with location services enabled enters the fenced area, we can then target that user with Programmatic Ads for the next 30 days. Perfect for targeting potential customers at events your company is attending, your competitors’ storefronts, or storefronts where your product is sold.

Targeting Addressable Audiences

This goes beyond targeting demographics. It uses specific data like search history, past online purchases, in-store purchases, social media behavior, specific household information, life stage, loyalty program information, mobile app usage, real-time weather data, smart TV habits, even fitness tracker and health app usage to target the perfect customer.

Retargeting

This is a powerful tool for re-engaging website visitors who haven’t converted. We track your visitors and show those same users ads across different platforms within the network for the next 30 days. This is ideal for high-traffic sites where visitors might not convert on the first visit, keeping your brand top-of-mind, giving you another chance to capture their attention and potentially convert them into customers.

Contextual Targeting

This uses the content and keywords from sites a potential customer visits to understand user interests. If a user visits someone else’s site that is relevant to your product (based on keywords on that site), your ad can be shown to them later on different platforms within the programmatic network. This targets users already interested in related topics, boosting ad relevance.

Search Targeting

This targets users with active search intent, leveraging keywords users are actively searching. Your ads appear on various platforms within the network after users search for related terms. This data-driven approach ensures your message reaches users actively interested in your product or service based on their search intent.

Third Party Audience Data

This lets you target pre-built groups of users, all with similar characteristics that are highly relevant to your ideal customer, providing a more curated pool of potential customers. Data providers sell these lists, which categorize users by demographics, interests, and online behavior. This allows you to target a pre-filtered pool of potential customers who are more likely to be qualified leads.

Seizing Success: The Future of Precision in Programmatic Targeting

By integrating these additional methods with Geofencing, Addressable Audiences, and Retargeting, advertisers can create a comprehensive programmatic strategy that reaches potential customers at multiple touchpoints, significantly enhancing the effectiveness of their digital advertising efforts.

The power of programmatic audience targeting lies in its ability to use data-driven insights to place ads with precision and personalization. By leveraging strategies like Geofencing, Addressable Audiences, Retargeting, and more, advertisers can ensure that their message is not just seen, but seen by the right people, at the right time, in the right place. This is the future of digital advertising, and it’s a future that’s already here.