understanding the space. Here are the ten I think are most critical for all Online & Mobile Media Planners…
Behavioral Targeting: Behavioral targeting (also called BT) uses the past online behaviors of consumers to
predict their future buying patterns, and serves them ads more likely to meet their needs. For example, an
individual who visits several car sites is more likely to be in the market for a car, so behavioral targeting
serves that individual more car ads. The tracking of past behaviors is anonymous and cookie‐based.
Contextual Targeting: Contextual targeting matches the editorial on a web page to an advertiser. For
example, ads for a seller of camping equipment would be run on a camping site, under the (natural)
assumption that people on a camping site would be more likely to buy camping equipment.
Horizontal Network: A horizontal network is a general interest ad network, which works with sites in
virtually any category – from portals to specialty sites. Typically, horizontals offer the opportunity for
massive reach across hundreds or thousands of sites.
Mid Tail and Long Tail Sites: Chris Anderson coined the terms “mid tail” and “long tail” to describe (among other things) niche sites that
meet the needs of groups of highly passionate consumers. A site that specializes in a particular topic
appealing to a medium sized or small audience is a mid‐tail or long‐tail site.
Platform Network: A platform network aggregates ad opportunities available through a specific digital
media platform, like mobile.
Portals: A portal is a site that functions as a jumping off point for information on the Internet. Google, Yahoo,
and MSN are portals.
Publishers: Publishers are the people and companies that produce a web site or group of sites.
Un-duplicated Reach Unduplicated reach tells you how many people are reached by an ad network or
publisher site. Every individual that is reached by the network is counted only once, even if they visit more
than one site in the network.
Verticals: A vertical is an interest category. Sites that discuss a particular topic or reach a particular demo are
said to be in that vertical. So, all auto sites are in the auto vertical. Sites reaching Moms would be in the Moms
A vertical ad network aggregates ad inventory across a set of sites in a vertical. For example, Sport genic aggregates ad impressions across over 350 sites themed with sports. Sites not related to
sports are not part of the network.