Ad targeting is nearly as old as the ad industry itself. What makes the Internet differ from traditional media, for example, is how it can encompass both classic targeting methods, such as demographic or psychographic, and interactive ones, such as behavioral targeting or paid search, as examined in the upcoming eMarketer report, "Targeting Online Customers." And ad targeting is both obvious and elusive. It's obvious that when marketers target ads at an audience receptive to their pitch, the campaign is likely to be more effective. However, what's elusive is the audience: Who are they? How do you find them? What's the best way to touch their hearts and minds once they're found? What the Internet adds to the puzzle's solution is more precise targeting of today's fragmented audiences, as 84% of U.S. advertising professionals told the American Advertising Federation last November, along with the ability to complement the use of traditional media, as nearly all respondents noted.
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