Targeted advertising refers to digital ads customized to serve specific visitors based on aspects like demographics, past behaviors, purchase history, location, device, and browsing context. Dynamic ad content and messaging is automatically matched to individual interests and patterns.
Targeting makes ads far more relevant, increasing response rates and conversions versus generic ads. Marketing and sales teams collaborate to define advertiser audiences and outcomes. Retargeting past site visitors retains relevance.
However, excessive targeting or irrelevant messaging aggravates consumers. Advertising must retain useful value amid personalization. Balancing technology with human insight and oversight keeps targeting effective as algorithms evolve. When executed strategically, targeted online advertising drives measurable sales impact.