March 28, 2013

When does ad retargeting make sense for your business?

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Ad retargeting is used to follow users as they move from site to site.

Here’s how targeting advertising works – but use it sparingly & strategically or it could turn off users

Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

JD LasicaLet me confess up front: I’ve long been attracted to the idea of useful advertising — the promise that interruption marketing will fade into its well-deserved irrelevance and that marketers will be able to serve us ads and offers based on products and services we actually want or need.

Trouble is, the practice rarely lives up to the ideal, chiefly because retargeting, as it’s called, is hard to do well.

You know what I’m referring to, right? In your forays around the Web, you’ve no doubt noticed that you’re being served up advertising based on the pages you were visiting earlier. Take The Atlantic’s Alexis Madrigal, who discovered that 105 advertising-related companies tracked his online behavior over a 36-hour period. Lots of people are squeamish about the very idea of targeted ads, and for these folks, filling out this opt-out form should put the kabosh on most of these ads. Continue reading