Part of an ongoing series of tips and features for Right Media Exchange members
In our ongoing quest to help seatholders put the right ads in front of the right people, Right Media offers another valuable technique—query string targeting.
Query strings can be used to add specific targeting information to ad tags. That information can include age, gender, zip codes, Web page context—just about anything that defines an audience.
Here’s how it works: Publishers set up an ad tag and pass a query string into it, and advertisers can target that query string. This approach works best when buyers and sellers work together to match the right inventory and audience.
Query string targeting can be a win-win for partners. It allows publishers to package their inventory in different ways, and advertisers can bid more efficiently on the audiences they want to reach.
We’ve seen creative and effective applications of query string targeting on the exchange, such as page takeovers. Still, we think there’s plenty of untapped potential for this approach on RMX. If you’d like to start leveraging query string targeting, please read on. (more…)
