How to Find Your Target Market on SiteScout RTB

by Matt Sauls on February 26, 2013 · 0 comments

No matter what product or service you are advertising, it is important to identify your target market and ensure that you are placing your ads in front of the right audience. SiteScout RTB provides a number of targeting options that can help you do this successfully.

Site Targeting

Site targeting is one of the most basic forms of targeting. By choosing sites which appeal to a certain demographic, or focus on a certain topic, you can easily find an audience that will respond to your campaign.

On the AdPlanner tab in SiteScout RTB you will find a list of all available sites. Use the “Custom Filters” button to bring up the “Category” filter. This will allow you to search for inventory that is related to certain topics (e.g. sports, pets, news, autos, etc.) For many campaigns, this is an obvious starting point.

If your target market is more general, selecting sites from certain categories can still be successful. For instance, if your target market is “Women, aged 18-45” you could target sites within “Fashion & Beauty”, “Family & Home”, “Entertainment News” (celebrity gossip), “Women” and “Parenting”. The sites in these categories tend to have audiences skewed heavily towards the female demographic. Furthermore, you can use resources such as Alexa to find specific demographic breakdowns of any property.

For more information, check out: Site Targeting (Knowledge Center)

Demographic/Behavioural Targeting

SiteScout’s Demographic & Behavioural targeting feature uses cookie data from our 3rd party data providers to anonymously identify users no matter which site they are visiting. This cookie data can include demographic information such as age, gender, income, number of children, home ownership status and education. It can also include behavioural information such as interests, travel tendencies, shopping/purchasing patterns and social influence status.

When using 3rd party data to find your target audience, you should focus on finding the combinations of categories that will identify your market. For example, you could combine these categories to find the target market for high-end baby products: “Age:25-24” + “Declared Parents:Parents of Infants” + “House Hold Income:100k+”.

For more information, check out: Demographic/Behavioural Targeting (Release Notes)

Contextual Targeting

Every time an impression is available, SiteScout uses various 3rd-party services to analyze the page URL and rank that page for various contextual topics. Although a news site would fall under the category “News”, contextual analysis may show that various pages on that site are about topics such as “Sports”, “Business”, “Entertainment”, “Automotive”, and so on. By using contextual targeting, you can purchase ad impressions on specific pages that fall into the desired contextual category. Look through the available contextual topics to find those which may apply to your target market. We recommend setting the match relevancy to High in order to find pages which are ranked highly for the chosen topic.

For more information, check out: Contextual Targeting (Knowledge Center)


Experiment with each of these three methods in order to find the best techniques for identifying your target market. As well, make sure you have familiarized yourself with all of the Site categories, Contextual categories and Demographic/Behavioural categories. For advanced buyers, it is possible to overlap these targeting techniques to further narrow your accuracy.

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