Retargeting For Retailers

Chris Sukornyk
Sept. 21, 2012, 6:46 p.m.

Check out Chris Sukoryk's latest article on MediaPost!

Chris provides a detailed overview of the retargeting landscape and introduces us to 'Programmatic Site Retargeting.' If you'd like to learn more about retargeting for retailers you can download our whitepaper here.

Below is a short excerpt of Chris' article:

"Retargeting is a fairly simple concept. The goal is to turn potential customers into actual customers by bringing someone to your site who has shown an interest in your product or service. The practice has gained a following in recent years because it consistently drives sales and revenue. Increasingly, due to strapped media budgets, marketers are relying on retargeting to boost the bottom line. But here's the truth: While everything you know about retargeting is not wrong, it is likely incomplete.

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."

Chango

Platform: Overview page

Retargeting For Retailers