Targeting Mac Users in Online Ads

Wed, 11 Nov 2009 13:52:37 -0800

My last post here interviewing Jean MacDonald, and a conversation with Seth Dilingham, who is cooking up a project that is related to Macs and marketing, got me thinking about a frustration I have had for a while, in that none of the major advertising networks allow you to only show your advertisements to people using Macs.

If you are going to be showing an ad for your product, and it costs money to put that ad in front of people, clearly you want to target people as specifically as you can. So if you have a local business, you want only the people in your geographic region to be exposed to the ad. If your product only appeals to people who speak a certain language, you want to restrict your ad to only viewers who have that as their browser's preferred language. If your product is only sold in certain countries, you would be wasting your money (and people's attention) if your ad was visible outside of those countries.

And if your product only worked on Macs, you would want to only show your ads to Mac users, right?