Technographic targeting is a targeting method using data related to the computer equipement and environment of the web user. These data are transmitted between the user’s device - computer, tablet, smartphone or connected TV - and Internet servers according to the Internet Protocol (IP).
Informations collected by the ad server and used for technographic targeting are:
browser type and version
top level domain
Browser type targeting is for instance used by browsers editors to only promote their browser in front of non users.
Connection speed is used to select the best ad format for a given user. For instance, users with good connection (bandwith) will see an HD video ad.
Domain targeting can be used to target big universities students or big companies employees.
IP targeting is used for geotargeting and company targeting.
Smartphone and tablet development has brought up new kinds of technographic targeting:
Below, an example of technographic targeting on this site based on browser brand. The visitor sees a banner and a text link for Chrome because he is using Firefox.