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8 September 2023
#Mobile advertising

What is targeted advertising and how it works

In the world of digital marketing, targeted advertising is a crucial tool for getting the right people’s attention. Today, let’s understand what it is, how it works, and why it’s so important for businesses.

What is targeted advertising

Targeted advertising – is an approach that involves displaying ads to specific groups of individuals based on their characteristics.

These characteristics may include gender, age, interests, location, and online behavior.

targeting goals and targeted advertising

How targeted advertising works

Targeted advertising starts with selecting a target audience based on data about a brand’s potential customers and their interests.

Then, to reach the relevant audience, advertising messages are broadcast through various online platforms: social networks, search engines or mobile applications.

The BYYD programmatic platform uses mobile apps as the platform. The choice of this channel is not accidental. In-app advertising provides consistently high image indicators, which in the long term strengthens user loyalty to the brand.

Where data for targeting comes from

Data for targeting can be collected in a variety of ways.

For example, websites use pixels and cookies to track customer behavior. And mobile apps use a unique user number – Device ID. The collected user data is stored in data management systems or advertising platforms.

BYYD uses user Device ID data in its work. Our DSP platform is connected to the best SSP systems and data warehouses. This gives access to high quality segmentation.

Learn how programmatic works from our guide.

programmatic media buying

Types of targeted advertising

Targeted advertising generates demand, so it’s important to pay close attention to the setup stage.

There are 3 main types of targeting:

  • socio-demographic;
  • geography;
  • interests.

targeting tools - programmatic

In order to reach a relevant audience, you need to set up all the settings correctly. Let’s give an example.

To accurately reach the potential audience of the Mr. No brand, we used a combination of targeting tools based on socio-demographic factors and relevant user interests such as cooking, gaming, walking, traveling, sports, etc.

We optimized the advertising campaign in accordance with BYYD platform statistics. The results were impressive: 1 264 829 impressions and a CTR of 2.10%.

Mr. No brand in Turkey

Targeting methods on the BYYD platform 

The BYYD programmatic platform allows advertisers to place their ads in mobile apps. For this purpose we use a wide range of targeting parameters.

Here are some of them.

  • Targeting by cellular operators

BYYD enables the option to direct ads at users of a particular mobile provider. This can be a valuable tool for competing companies or any businesses that make use of this personalized advertising approach.

  • Targeting by operating system

Let’s remember that the operating system is the software responsible for running application programs. When it comes to mobile devices, there are two primary operating systems: Apple’s iOS and Android.

At BYYD, we specialize in precise targeting based on the operating system, including the latest versions. This is important because the adaptability of ad formats to the user’s device plays a significant role in the effectiveness of advertising campaigns.

  • Targeting by device type

A “device” represents the technology employed for content consumption. In BYYD’s programmatic platform, it’s possible to direct targeting toward mobile devices like smartphones and tablets.

This parameter allows to reach a large volume of audience. According to Data Reportal, most people have a mobile device with Internet access.

unique mobile phone users


  • Targeted advertising is more relevant to users because it aims at a specific audience. This, in turn, increases loyalty and has a positive impact on productivity and sales.
  • Targeted advertising helps brands track the effectiveness of campaigns. It allows them to analyze data and optimize their strategy for better results.
  • Targeted advertising allows brands to quickly adapt to market changes and consumer demands, as well as create personalized content to increase audience engagement.

If you want to launch a mobile campaign, but don’t know how to start – register on our website. Platform specialists will contact you and answer all your questions.

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