Retargeting For Retailers
When most people think of retargeting, they think of Site Retargeting, which is the practice of targeting users who have already visited your site in the hopes of getting them to return. For example, Amazon can drop a unique cookie on your browser when you look at a pair of shoes on its site. If you don’t buy the shoes, but then continue to surf the Web, a retargeting platform connected to an exchange using real-time bidding (RTB) can identify you (via your cookie) as someone who visited a specific page on Amazon. Amazon, meanwhile, will have already entered a bid that tells the ad exchange how much it’s willing to pay to serve you an ad for the shoes you looked at. Amazon will likely bid high, because you are a valuable potential shoe buyer that is clearly in-market."