Case Study Assignment
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The display ads can accomplish the same results if it relies on the customers’ behavioral profiles; for example, the services or products searched or the sites visited. The information about the characteristics of consumers and their online behavior is termed as a profile. Specifically, the profile information is created from the browse pages visited; the services or products searched, or search engine keywords. Advertisers are able to access information of millions of people as they have access to any of the many programmatic ad platforms that are provided by Yahoo, Google, Facebook, Twitter, and several other platforms. In order to acquire the desired information about a target audience, the ad agency has to precisely define its target customers. For example, women and men, aged 24 to 35, who live in a particular zip code that has mountain biking as the most popular activity, have emailed the location of mountain biking, mentioned mountain biking on social networks, earn more than $70,00, and do not own a mountain bike. With such a specific profile, the ad agency then makes a bid. In return, the quote for access is returned by the platform; this is in comparison to what other agencies are willing to pay. If the quote is accepted, then the ad agency is granted the capacity to track people’s information in real-time. With the help of tracking software such as cookies, web bugs, beacons, and flash cookies, it is much easier to acquire the desired information from target customers. As people browse on the various platforms, the automated program evaluates if they meet the desired characteristics or not. The programmatic direct platforms use machine learning programs and algorithms to identify, over time, the most productive websites and the most effective ads. Therefore, the consumers’ intentions at every instance of searching are captures by the search ads and can display the relevant ads of those searches instantly. The customers’ browsing history is stored, and the personal information is used to create a precise profile. After identifying the target audience, the ad agencies then come up with more relevant and appropriate advertising content that is search-engine-like. Also, the ad agencies target customers from primary sources of marketing (Busch, 2016). For example, when a customer views an advertisement on YouTube, the ad agency’s intention will be to narrow it down to all other social platforms the person is on, such as Twitter, Facebook, or Instagram. This way, specific advertisements will constantly pop up; for example, the brand message on every website they browse. So over and over, the person is able to see the advertisement, and as many times as they browse.
Bibliography
Busch, O. (2016). Programmatic advertising. New York: Springer, 10, 978-3.