What are Ad Cohorts?
Advertising cohorts, also known as ad cohorts, are groups of people who share similar characteristics and are targeted with specific advertising campaigns. Ad cohorts are created using a combination of data enrichment, which adds additional information to existing data, and data analysis techniques such as clickstream analysis, which tracks users' online behavior.
Ad cohorts are a powerful tool for optimizing ad performance. By targeting specific groups of people who share similar characteristics, advertisers can increase the relevance of their ads and improve their click-through rates. Ad cohorts also allow advertisers to tailor their messaging to specific groups, making their ads more compelling and increasing the chances of conversion.
Data enrichment further defines ad cohorts
Data enrichment is a critical component of ad cohort creation. By adding additional data to existing data, advertisers can create a more comprehensive picture of their target audience. This additional data can include demographic information, geographic location, browsing history, and purchasing behavior. By combining this information with data analysis techniques such as clickstream analysis, advertisers can identify patterns and trends in user behavior and create ad cohorts that are more likely to be responsive to their ads.
Tracking with clickstream analysis
Clickstream analysis is a technique used to track user behavior online. Clickstream data includes information about which websites users visit, how long they stay on each page, and what actions they take while on each page. By analyzing this data, advertisers can gain insights into user behavior and create ad cohorts that are more likely to be responsive to their ads.
Ad cohort criteria
Ad cohorts can be created using a variety of criteria. Some of the most common criteria include:
- Demographics - age, gender, income, education level, and other demographic factors can be used to create ad cohorts.
- Geographic location - location-based data can be used to create ad cohorts based on where users live, work, or travel.
- Browsing history - the websites users visit can be used to create ad cohorts based on their interests and preferences.
- Purchasing behavior - information about users' past purchases can be used to create ad cohorts based on their buying habits.
By combining these criteria and using data enrichment and analysis techniques, advertisers can create hyper-targeted ad cohorts that are more likely to be responsive to their ads. Ad cohorts can also be updated and refined over time based on performance data, ensuring that advertisers are always targeting the most responsive groups of people.
In conclusion, ad cohorts are a powerful tool for advertisers looking to improve ad performance. By creating hyper-targeted ad cohorts using data enrichment and analysis techniques such as clickstream analysis, advertisers can create more compelling ads that are more likely to convert. Macrometa's Dynamic Ad Cohort solution leverages Macrometa's Global Data Network to enable OTT Video Streaming Services to map viewers to ad content cohorts in real-time and change cohort assignment throughout the viewer's session. Contact us to find more about how Macrometa can deliver hyper-targeted ad matching and relevant content experiences.