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Profiling or Audience Profiling is the process of creating a target group to which certain services or goods are supposed to be sold. Once profiling is done the advertiser is able to run ad campaigns target specifically to the profiled audience.

Profiling can contain anonymized data about age, gender, interests, type of OS or device used and much more. That way an audience can be segmented into highly specific target groups for which the ROAS (Return On Advertising Spend) will likely be much less compared to a broad audience targeting.