Methods of targeting image advertisements can be divided into those: contextual targeting,behavioral targeting , and placement targeting . What is more, it is possible to set demographic criteria for said options. Contextual targeting is based on keywords included in the content of the website or topical categories to which it is ascribed. In the case of behavioral forwarding, a given ad is adjusted to a particular user, who has shown his or her interest in certain website types. This category also includes the so-called remarketing, which is focused on showing adverts to users who have recently visited the website of the advertiser. The advertiser may also select certain destinations, i.e. websites he or she wants his or her ads to be displayed on.
Targeting methods can be also combined to reach a more specific and precise group of recipients. It is, for example, possible to direct a campaign at people interested in pop music and browsing websites connected with video clips.