Every campaign has its own sweet spot where reach and targeting precision are in harmony and the client's financial returns are at their peak. For Eversink, achieving this was unnaturally easy: the vast supply of golfers and Gazillion's ready-made Golf Nut category made it a slam-dunk.
In typical campaigns, though, a lot more thought is required. Multiple behavioral categories may be needed, each with different requirements for how often a surfer must do what it takes to be included. Categories may also be refined by adjusting what it takes to be included, while custom categories may be created for specific campaigns or advertisers.
Next: Conclusion
