u/MariaZanuttoSeeedtag

One downside of behavioral targeting that does not get talked about much is how quietly reach shrinks over time.

You keep chasing the same users based on past actions, while missing people who are in the right moment but do not have the “right” history yet.

That is one of the key differences when looking at contextual targeting vs behavioral targeting. Relevance is not only about who you reach. It is also about the relevant demand you never see.

Curious how others think about this:

• Have you hit reach ceilings with behavior-based strategies?
• Does expanding beyond past behavior change scale or quality for you?

One downside of behavioral targeting that does not get talked about much is how quietly reach shrinks over time.

You keep chasing the same users based on past actions, while missing people who are in the right moment but do not have the “right” history yet.

That is one of the key differences when looking at contextual targeting vs behavioral targeting. Relevance is not only about who you reach. It is also about the relevant demand you never see.

Curious how others think about this:

• Have you hit reach ceilings with behavior-based strategies?
• Does expanding beyond past behavior change scale or quality for you?