Behavioral retargeting

Source: Wikipedia, the free encyclopedia.

Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online

cookie in the user's browser.[1]
Once the cookie is set, the advertiser is able to show ads (often display ads) to that user elsewhere on the internet via an ad exchange.

Dynamic creative (also known as personalized retargeting), allows an advertiser to display a banner created on-the-fly for a particular consumer based on specific pages that they viewed.[2] For example, if a consumer visits an advertiser's website and browses products A, B, and C – they will then be retargeted with a display banner featuring the exact products A, B, and C that they previously viewed. This is typically restricted to the visitor's browsing on a single website.

A refined version improves on re-engagement with customers. If a customer begins an online order, for example, but fails to complete it, a flag indicates they had an interest in the product being ordered. Later, ads showing the product of interest can be custom-linked to point back into the order system. When the user clicks on the ad, they are returned to their incomplete order.

Types

While all retargeting depends on setting cookies in a user's browser, there are several different methods of doing this:

Pricing

Retargeting ad campaigns usually run on lower cost media, such as

conversion.[4]

Retargeting providers employ a variety of pricing models to charge advertisers for the ads viewed by consumers. Three prominent models include:

banner ad
loads on an individual's web browser.

Pay per click
(PPC) charges advertisers for every verifiable click that leads consumers back to a retailer's website. Unlike the CPM model, which charges advertisers a flat rate, advertisers working under the PPC model are only charged when a person clicks on an ad.

Cost per action (CPA) is a pricing model in which advertisers are charged based on pre-arranged action (a purchase, a view through, etc.), although a completed sale is the most common action used under the CPA model.

Concerns

In the United States, several organizations, including the

TRUSTe to self-regulate. In October 2010, the IAB announced its Advertising Option Icon, which partner sites will place near banner advertisements that collect non-PII user data.[8]

In the EU, the 2002

ePrivacy Directive
and its 2009 revision require opt-in consent for the use of cookies and stipulate that users must be given the option of opting out.

See also

References

  1. Marketing Land
    . 12 March 2012. Retrieved 30 July 2012.
  2. ^ "How Retargeting Works". adroll.com. Retrieved 9 March 2016.
  3. S2CID 9477528
    .
  4. ^ "To Recoup Click-through Losses, Redirect". Search Insider. 5 June 2006.
  5. ^ Helft, Miguel (29 August 2010). "Retargeting Ads Follow Surfers to Other Sites". The New York Times. Retrieved 6 September 2011.
  6. ^ Angwin, Julia (30 July 2010). "The New Gold Mine: Your Personal Information & Tracking Data Online – WSJ.com". The Wall Street Journal. Retrieved 6 September 2011.
  7. ^ "What's So Creepy About Retargeting?". Adotas.com. Archived from the original on 12 April 2016. Retrieved 6 September 2011.
  8. ^ "MediaPost Publications Should Behavioral Targeting Be Opt-In? 10/06/2010". Mediapost.com. Archived from the original on 14 November 2010. Retrieved 6 September 2011.
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