Glossaryprogrammatic advertisingad targeting

Ad Targeting

behavioral targetingcontextual targetingretargetingdemographic targetinggeographical targetinglocation targeting

The practice of displaying ads to online users based on data known about the user and the website or app they are visiting.

Ad targeting encompasses a range of techniques, including behavioural targeting, contextual targeting, retargeting, location (geographical) targeting, and demographic targeting. Each approach draws on different data signals — from browsing history and page content to physical location and audience attributes — to serve ads that are more relevant to the user or context in question.

Audience Segment
Also known as: user segment, segment An audience segment is a list of user profiles in which individual internet users are grouped together based on shared characteristics. Those characteristics can include behavioural…
Data Broker
Also known as: data provider, data supplier A data broker is a business that collects user data from multiple sources and sells it to online advertising companies, such as Data Management Platforms (DMPs) and…
Data Onboarding
Also known as: first-party data onboarding Data onboarding is the process of taking offline customer information — such as CRM records, purchase histories, or loyalty programme data — and integrating it with online…
Run on Site (ROS)
A targeting method used within ad networks that instructs a platform to run a campaign across specific domains or publishers. Rather than targeting by audience segment or contextual keyword, ROS targeting is defined at…