One of the world’s largest financial services companies, the firm provides investment management, retirement planning, portfolio guidance, brokerage, benefits outsourcing, and many other financial products and services to millions of individuals and institutions. The firm sought to attract a niche segment of independent investors that actively trades online, but currently at other sites. To reach them where they are most — on the Web — the company aimed to identify those targets across various sites and then serve relevant display ads specifically to them.