Handing Over the Keys to Keyword Targeting

Grapeshot claims trading ad-vantage

Digital buyers are looking for any edge they can get in the ever-evolving world of high-stakes ad bidding. If for instance, they could tell that people viewing winter sports content online are more inclined to be in the market for a rental car, then that’s a targeting advantage marketers want to exploit.

Such keywords data is just one piece of the puzzle, but it could make the difference in serving an effective ad. It’s also the type of information Google collects in abundance but guards closely.

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