The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Web sites that got more than a million adult women visitors last month were shopping-oriented, according to New York City-based Internet audience measurement firm Nielsen//NetRatings, with retail giant Federated Department Stores sites leading the pack. Federated, whose units include department stores Macy's and Bloomingdale's, had the highest proportion of women visiting its properties' Web sites in June, Nielsen//NetRatings says. Federated store sites were visited by 1.1 million unique female visitors, who comprised 71% of the sites' audience. J.C. Penney's sites followed with 1 million unique female visitors, who made up 69% of the property's visitors. In third place was MyPoints.com, with 1.1 million unique female visitors who accounted for 63% of its audience, followed by CoolSavings.com, which was visited by 1.5 million women who made up 62% of its audience. Hallmark's site was visited by 1.1 million women, who represented 62% of its audience, says the survey.