Patrick Lynch is Commercial Director at Yieldify. Having worked at Criteo, Microsoft and Yahoo! the Liverpudlian shares his behind-the-scenes insight into the evolution of ad targeting and what you need to know to effectively optimise your online ad spend.
Targeting is a key weapon for any advertiser or brand.
It’s how online marketing managers find and communicate with people who are the most likely to buy their product or services.
Early targeting was rudimentary and not especially effective. It was roughly grouped, manually handled and offered no smart customisation to foster brand loyalty or encourage a direct response.
But as eCommerce became one of the most vital aspects of a brand's go-to-market strategy, targeting capabilities evolved so that advertisers could find and market to users by demographic and geography.
Retargeting as we know it now is a natural extension of these advances. But until recently, something was still missing: