A01 chaf6542 06 se fm indd

Destination site

The site reached on 

clickthrough.

Microsite

A   small‑  scale  destination 

site reached on 

clickthrough which is part 

of the media owner’s site.

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Part 2  Strategy and applications

visitors each day (sometimes known as a ‘ road-  block’ or ‘takeover’ if they take all ad 

inventory).

2 

To target a registered user’s profile. A business software provider could advertise on FT.

com to target finance directors or IT managers.

3 

At a particular time of day or week.

4 

Online behaviour. 

Behavioural ad targeting

 is all about relevance – dynamically serving 

relevant content, messaging or an ad which matches the interests of a site visitor accord-

ing to inferences about their characteristics. These inferences are made by anonymously 

tracking the different types of pages visited by a site user during a single visit to a site or 

across multiple sessions. Other aspects of the environment used by the visitor can also be 

determined, such as their location, browser and operating system.