Targeting ROI Results Using Behavioral Tactics on Networks

Networks have a mass reach and high quantity with some networks reaching 80 percent of the online audience. Networks have the ability to optimize based on site conversion along with proficient data collection. Networks allow for a wide variety of ad creative sizes since they have the potential to run on so many sites. Ultimately this allows for creative testing. The more data and better optimization turn into a more cost effective CPM.

Behavioral targeting on networks comes with some disadvantages as well. If you run ads across multiple networks, its likely that that you may come up against redundant site lists resulting in diminishing returns. As well, the optimization language may vary from network to network. So it’s important to use other online tactics and media buys to help drive site traffic instead of just relying on behavioral targeting. Testing is important to determine which channel is providing the greatest return.