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Targeting
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How to Make Responsive DFP Ad Units

Google has created a way for DFP publishers to display responsive ad units that is harder to explain than it is to do.

“Size mapping” is a set of tags on a site that tells DFP it can safely deliver ad units of specific but varying sizes into a single ad slot.

The following steps explain how to make DFP deliver responsive ad units. The steps use a single ad unit to keep the explanation simple. (more…)

Stored in Online Advertising and tagged ,
Targeted advertising

Use AdWords Geo Targeting to Keep Budgets Lean

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Just about anyone can have a good reason to use the geo targeting capability. (more…)

Site Personalization Matters More to Advertisers Than Visitors

Site personalization is an essential part of any online advertising strategy.

It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies. (more…)

Targeted Content Development Builds Revenue

Web site content development creates revenue opportunities for publishers by targeting key categories that appeal to advertisers.

Site publishers or staffs can do only so much before they run out of resources — time, money and energy. So it becomes a question of where to invest those resources for the best returns.

Ideally, they go into content sections that have high advertising appeal, high visitor appeal or a combination of both.

They go into content sections with high readership appeal only if those sections also have strong potential for advertising. (more…)

Ad Targeting Creates Opportunities for Both Publishers and Advertisers

Ad targeting gains customers for advertisers and at the same time gains revenue for publishers.

It also is a partial answer to the dominance of online advertising by Google and Facebook with their ability to use contextual advertising (which also is a form of ad targeting).

Online targeted advertising is the ability to reach consumers based on their demographic, geographic and other types of individual data.

Google’s DoubleClick ad-serving software provides the ability to target by geography and other characteristics. (more…)

How to Target One Zip Code with Online Advertising

The growth of online advertising is partly due to its efficiency and return on investment compared to other forms of advertising.

One of the most important examples of that efficiency is zip code targeting.

(more…)

Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.

Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. (more…)


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