Put the Right Eggs in Your Basket

With so many options available in programmatic advertising, it can be tough to determine what type of targeting strategy is right for your campaign: Targeting by inventory, or targeting by user. Targeting by inventory involves choosing to serve ads across specific types of content. For instance, contextual and keyword targeting both deliver ads based on the content of the website or app where the ad appears. PMP (Private Marketplace) targeting is the most similar to traditional media purchasing, as it entails buying ad inventory directly from premium publishers or media companies.