Ad targeting has had a big 2012 so far, and all signs are pointing to a continuation of its momentum in 2013. Facebook going public in May highlighted data and inventory, two advertising commodities that became hot topics in 2012. “The recent introduction of the Facebook Ad Exchange (FBX) represents a huge opportunity for advertisers to apply their own audience data to a huge selection of inventory that was previously not available.” This year, ad buyers also paid close attention to ads that weren’t seen by consumers. This has led to viewable impressions as the new metric for display advertising, which would shift the focus from impressions served to impressions seen. The Interactive Advertising Bureau (IAB) might even replace its impressions served-based metric with viewability early next year. Attribution and the presidential election also added to ad targeting’s big year. (Marketing Land)
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