Display Targeting: Reaching the Right People
Audience-Based vs. Contextual Targeting
Display targeting falls into two categories: audience-based (who the person is) and contextual (what content they're viewing). Audience-based targeting uses Google's data about user interests, demographics, and behavior. Contextual targeting places ads on pages with relevant content. Both work — and they work best together.
Affinity audiences reach people with long-term interests (e.g., "fitness enthusiasts"). In-market audiences reach people actively researching a purchase (e.g., "in-market for running shoes"). Custom audiences let you define your own targeting based on keywords, URLs, and apps your ideal customers use. We layer these strategically to build precise audience profiles.
The Contextual Renaissance
With third-party cookies declining, contextual targeting is experiencing a renaissance. Instead of tracking users, contextual targeting places ads based on the content of the page. An ad for hiking boots on a trail review article. An ad for accounting software on a business finance blog. It's privacy-friendly, brand-safe, and increasingly effective.
We use contextual targeting alongside audience targeting to create a resilient display strategy that doesn't rely entirely on user data. Combined with remarketing for known visitors and Demand Gen for premium placements, this approach covers every stage of brand discovery and consideration.