For social advertising, marketers from both brands and agencies put audience targeting at the top of their list of optimization tactics. The strategy led by a wide margin, which makes sense given that social networks host an engaged user base who are actively sharing their habits and interests, which advertisers can then use to identify key customers.
As for online display, targeting also ranked high, though in this case, advertisers looked to segment audiences and then deliver ads based on that delineation. This was followed somewhat closely by serving retargeted ads to audiences. Read the rest at eMarketer.