Our CRO, Dax Hamman recently shared his perspectives on the future of display in Marketing Land.
In 2012 smart brands will actually reduce their spend in site retargeting specifically, driven by a realization that their programs are stuffed full of wastage — too high frequency caps, running for too many days and targeting lots of people that don’t care about buying (i.e. job seekers, press etc). Site retargeting will continue of course, as it should, but the spend will decrease, driving an increase in ROI and better consumer experience. Some of this budget will flow into acquisition techniques like search retargeting that find people who have not visited your site previously.
