Iprom uses all of the established ways of targeting (contextual, demographic, behavioral, technological etc.) and is constantly testing and developing new ways (targeting on the basis of anticipations, etc).
Behavioral targeting- a technology for behavioral targeting at ad impressions on web considers activities of a user on a particular web site. If it is according to user's activities established that a user can be placed among potential buyers of a product, an ad server shows an ad for such a product to that user. By that two things are accomplished; an advertiser has shown an ad to a potential user, and a web user has seen an ad message for a product that could fit that user.
Contextual targeting- with the use of this strategy an advertiser shows ads on that sites that are connected to an ad with their content. So ads can reach users that are interested in field with a particular content. A client autonomously defines a selection of key words on the basis of which ads will be shown.
Demographic targeting- the selection of web sites on which a company will advertise depends mainly on goals of advertising campaign (brand building, purchase, etc.) and on target group that they want to reach. When a company wants to advertise to general target group they choose web sites with high web sites visits and general content's orientation. If they want to advertise to a specific target group they choose more specialized web sites for advertising, where they could communicate good with the target group and where costs are lower for an advertiser.
Technological targeting- is used mainly by web advertisers that are focused on specific goals. With such a combination advertisers ensure pay efficiency, flexibility and measurable process of targeting. With the help o a special software (ad server) an advertiser can show ads only to selected users. Users can be technologically targeted on the basis of: the type of a web browser (for instance Firefox, MS Internet explorer), operational system (for instance Windows XP, Linux, Macintosh), Internet provider, domain, the speed of Internet connection, resolution of monitors, and other technical characteristics.
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