Orbit Interactive

Geographic (or “geo-”) targeting displays ads to people in a targeted geographic area (typicallyusing the user’s IP Address). For local advertisers, we recommend applying geo-targeting based on the specific region (DMA) where their consumers reside.

Demographic targeting leverages knowledge of audience demographics, such as age, location, and gender, to refine which consumers will be shown a particular ad. For example, a salon might want to restrict its targeting to females only.

Behavioral targeting reaches a target segment of consumers based on their online behaviors and interests. This technology uses browser cookies to categorize consumers into behavioral segments (e.g., “auto intender”, “affluent buyer”, etc.), and then target ads to the relevant behavioral segments. Say a consumer has spent the last few days researching cars on a variety of auto websites; he would be defined as an “auto intender” and be shown auto dealership ads on other sites he visits.

Endemic targeting, also known as category-specific site targeting, displays an ad on websites that are relevant (or “endemic”) to the advertiser’s business. An auto dealership ad displaying on Cars.com is considered endemic targeting.

Contextual targeting displays an ad on a website with content (such as an article) that is contextually relevant to the advertiser’s business. For example, an auto dealership ad would be displayed on a local news site next to an article discussing an auto show.

Retargeting  enables businesses to “remarket” to consumers who have previously visited their website. Retargeting is a highly effective technique since the consumer has already shown an interest in your products or Services