SpotXchange Spotlight Blog

Notes from ad:tech NY: targeting evolves



Being at ad:tech New York this week reminded me how far the advertising industry has come when it comes to targeting consumers. As I walked around the show floor and listened to different companies speak, it was clear to me that the industry is "all-in"regarding targeting. When it comes to online and video advertising, advertisers are demanding more specific targeting, and our industry is delivering it (some better than others, naturally). Over the past few years, a few companies like SpotXchange have vastly improved the capabilities.html">capabilities of targeting consumers with video advertising, based on behavioral, demographic, re/detargeting and keyword search data.

It's true that the industry needs to focus on the data, and using that data to find the right audience for advertisers. But we must do this while always keeping the consumer in mind. The targeting of yesterday was all about the data. Targeting today is more refined and based on user data that allows advertisers to truly tailor their message and reach their consumers with relevant, personalized video advertisements. We have seen the evolution -- consumers in the video space are open to ads with content, but the campaigns perform better when related to the content or targeted to specific consumer interests. That's refinement - something only a few companies can offer today. Add transparency to help both advertisers and consumers feel safer, and targeting with online video has truly come of age to deliver better-performing ads.

SpotXchange focuses on performance - using real-time data, refining it and then offering a variety of specific targetingcapabilities.html">capabilities to reach qualified consumers. We offer advertisers enhanced insight about a consumer's purchase intent, and help them understand and leverage this purchase intent. Unlike some of the vendors at ad:tech this week, we give advertisers insight into what sites someone visits, how often they visit, how long they stay on particular website pages, information about recency/frequency, and what those visitors are specifically searching for with keywords, etc. By knowing not only where consumers are going but what they are searching for when they get there, we help marketers serve more targeted ads when that consumer is ready to switch from browsing to buying.

So being at ad:tech reminded me that targeting has truly evolved and it is working. Leaders in the space will continue to enhance these targetingcapabilities.html">capabilities to give advertisers the most advanced way to deliver relevant video advertising to their prospective buyers. I know it's what we're focused on every day.

Alexander Kozak

VP, Business Development
By Leanne Smullen On November 5, 2010
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