Utilizing digital footprints to identify the target audience

This article explores ways of improving targeting in real time bidding (RTB) advertising by using digital footprints to create segemented user profiles.

Utilizing digital footprints to identify the target audience

Jozefien Karskens1, Roos Voorend1 and Piet Hein van Dam1 VU Amsterdam and Wakoopa


Real Time Bidding (RTB) enables online advertisement to be purchased as individual impressions. The impressions are sold through bidding systems that take place in milliseconds before a webpage is loaded by a consumer. The system provides the opportu

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