on the hotel mobile application and the Entrepreneur.com site to the login
cookie information on the Mastercard site. This collective information allows
the data aggregator to label Kevin as a business owner. The data aggregator
then creates a new tracking cookie for Kevin. Kevin’s new tracking cookie
has removed all of his personal, identifying information and assigned Kevin
to the business owner data segment. When advertisers target marketing to
business owners, Kevin will receive the marketing materials because he has
been assigned the business owner cookie.
Banks use targeted digital marketing to reach very specific audiences. Targeting specific audiences enables banks to limit the amount of waste in their
marketing spend by directing marketing dollars to audiences who are more
likely to engage with the creative content.
Digital targeting tactics have different levels of risk and complexity, depending on how they are used.
■ ■ ■ Geotargeting is a commonly used tactic and enables the bank to serve
digital ads to audiences in specific geographic areas. Geographic areas can
be very broad, such as the entire state of Texas, or very specific, such as a
one-mile radius around a specific branch, or even a single block. Banks
might use geotargeting to ensure their ads are only served to consumers
within their footprint, rather than served to consumers who may live three
states away. Geotargeting also makes it possible for prohibited basis biases,
such as elective inclusion or exclusion, to be introduced.
■ ■ ■ Predictive targeting evaluates a consumer’s consumption of internet content
and predicts who would respond to ads delivered. When consumers visit
a website, the site often drops a cookie on the computer or device. A user’s
collective cookies build a digital profile. When using predictive targeting,
algorithms evaluate the cookies from all of the consumer’s media usage
patterns. Consumers whose profiles match the attributes being targeted,
will be served ads. For example, based on the sites a consumer has visited,
a consumer may be labeled as interested in personal finance, banking, and
credit cards. A bank could use predictive targeting to serve credit card
ads to consumers meeting that attribute.
■ ■ ■ Audience targeting includes delivering ads to people who meet specific audience characteristics. For example, banks may choose to target an audience
of business owners to see content about Treasury Management services.
■ ■ ■ Contextual targeting delivers content to consumers who visit contextually relevant webpages, even if the website itself is not directly related to
the content. For example, Real Simple magazine may have an article on
choosing the best travel rewards credit card. A bank’s credit card ad would
run along the sidebar of the article because it was contextually relevant.
■ ■ ■ Behavioral targeting uses data to reach consumers based on their historical internet or offline interests and activities. A bank may serve a student
loan ad to consumers who have searched for “scheduling a college tour”.
■ ■ ■ Retargeting is a tactic used more often by retailers than banks. When you
visit a website, the website drops a cookie on your computer or device.
When you leave that site, you are served ads based on what you were
viewing on that site. That pair of shoes you viewed online that keeps following you around the internet? That’s retargeting.