The better packages all let you select which ads appear on which pages, and also provide some way to group pages of related content. Targeting Many packages can target ads based on the various data that can be obtained from the browser, such as domain, operating system, and browser type. By comparing IP addresses to a database, various types of geographic targeting are also possible. This profile is stored as a cookie, so it can be used when a visitor returns to a site. Registration-Based Targeting Sites that have registration forms asking for visitor preferences can use that data for ad targeting.
Several packages have a provision for targeting based on user-provided data.
Reporting Advertisers tend to like nice pretty reports, not jumbled columns of plain-text figures. They also need precision, as they will be plugging your numbers into spreadsheets and comparing the effectiveness of different banners and different campaigns. Ad reports need to specify exactly what time periods they cover, and they need to be able to show daily, weekly or monthly figures as desired. The ability to export traffic data to external applications such as spreadsheets is obviously a big plus. The key to this is flexibility, as advertisers are getting more persnickety all the time.