Article 101

Point 1

Did you serve someone an ad that wasn’t the right match, like showing a baseball mitt to someone when they play football? If you aren’t making the best use of your user data, targeting content to people who will most likely find it useful is going to be difficult. Build lists of readers based on contact property rules from your database (geographic regions, job titles, or any other information volunteered from a form on your site).

Sub-Point 1

This allows you to target more specific and relevant ads to certain readers, and swap out banner content based on given criteria of each segment. Keep in mind that even the best banner ads can only resonate so much with a reader, as compared to an educational piece of content or an offer with deeper relevance.