Spreading your message far and wide can be very productive, but sometimes, you want to narrow your focus. Targeting is pretty much what it sounds like: setting your sights on a certain audience/place/time, then letting your ad fly. You have options in a number of basic varieties:

• Sites Targeting - In a nutshell, it’s finding consumers by placing ads on the sites they visit.
• Audience Targeting (behavioral) - Exactly what it sounds like: Targeting based on the type of person staring at the computer screen.
• Geo Targeting - Focus your campaign on a geographic area where you know your targeted audience are located.

Optimization.

Because we work with hundreds of advertisers and thousands of sites with billions of impressions, we had to develop technologies to match ads to ad space. Optimization tools consider multiple variables to decide, in milliseconds, where would be the best place for your ad to run at any given moment. 

 Next Lesson: General Campaign setup