Broad vs. Lookalike Targeting: When You Should Use Each
As AI capabilities and quality of first-party data become more refined, targeting tactics are increasingly ...
Strategy
117 Articles
Content Tags: What Are They? Why Are They Important?
What if your website were like a massive, disorganized library? Can you imagine finding the ...
Predictive vs. Lookalike Targeting: Which Is Best?
For years, performance marketers have often relied on the same tried-and-tested playbook: upload a customer ...
Target CPA (tCPA): A Practical Guide for Performance Marketers
Are you paying for clicks and hoping they turn into something more? That question sits ...
Topic targeting vs. keyword targeting
As performance advertising grows and matures, many marketers are discovering the limits of relying on ...
Broad Targeting vs. Retargeting: How to Choose the Right Strategy for Your Campaign Goals
Digital advertisers have more targeting options at their disposal than ever before, but more choice ...
How to Use Contextual Targeting to Scale Consumer Electronics Campaigns
Consumer electronics advertising presents some specific challenges for advertisers: many social media ads mislead consumers, ...
Topic Targeting vs. Contextual Targeting: Which Is Right for Your Campaign?
The third-party cookie hasn’t completely crumbled, but it has gone stale. Firefox and Safari have ...
Contextual Advertising: Ad Placements That Make Sense, No Cookies Required
As stricter internet regulations require a shift away from cookies to track user behavior online, ...
How to Safely Scale Performance Budgets With Automation
Managing performance budgets at scale is a constant balancing act. Growth requires higher spend, but ...
How to Choose the Right Strategy for Campaign Budget Adjustments
Budget adjustments are a constant part of a performance marketer’s daily work. Getting these adjustments ...
Predictive Targeting vs. Contextual Targeting: Which Is Better?
As privacy regulations become stricter and user-level tracking becomes more limited, advertisers are rethinking how ...