The Key Role Of Ad Operations In Behavioural Targeting

This paper explains few of key observations for behavioural targeting: over-communicating is crucial; clear definitions are key; keep an eye on your segments; rely on your partners. As the ad salesperson is the centre of communication among the agency/advertiser and ad operations (and any other parties), it is critical that they over-communicate with all parties to ensure everything runs smoothly. This is especially true when doing behavioural campaigns. Oftentimes an audience target will be passed to the ad operations team with minimal definition. With the advanced behavioural targeting tools nowadays, you can create highly targeted bespoke segments.