The TargetiX – Retargeting Plugin for OpenX adds advanced retargeting functionality to the OpenX Ad Server. It was designed with the needs of publishers, ad networks and advertisers in mind. It was developed for performance and scalability. It has already been implemented on small, medium and large OpenX systems. And most importantly: it has clearly demonstrated that retargeting can have a significant positive impact on ad revenues and the return on investment of advertising campaigns.
This plugin enables OpenX users to deliver advertising campaigns to visitors who are most likely to be interested in the products or services being promoted. This is done by capturing and storing data about the visitor’s surfing behavior, search behavior, or demographic data. When creating an advertising campaign, the ads can be targeted to this known data about the visitor.
Pricing
The Retargeting plugin for OpenX costs 2,500 Euro () for a life time license. There is an optional software upgrade subscription that costs 15% of the initial purchase price per annum, to continue receiving software upgrades after the first year.
More information about the price of the Retargeting plugin for OpenX and what’s included.
Contact us for more information
If you are interested in the Retargeting plugin for OpenX, we invite you to submit the form below. We will then contact you to discuss features, pricing, and licensing terms.
Features of the Retargeting plugin for OpenX
The Retargeting plugin for OpenX Ad Server has great functionality and very flexible integration, plus it offers scalability and performance for even the largest systems. You can:
- Store data about the behavior of internet users, with support for distinct values like “buyer=yes” or “last_product_seen = widget” and counters like “number_of_products + 1“.
- Specify criteria for delivery of ads through rules based on retargeting data, for instance: “only display this ad when buyer = yes” or “only display this ad when number_of_product is greater than 3“.
- Dynamically insert the value of a retargeting variable in a banner, with support for default values, for instance:
<a href=”http://example.com/offers/{last_product_seen|all}/”>Great offer for {last_product_seen|new} buyers</a>. - Offer an opt-out mechanism, which enables visitors to stop participating in data capturing and usage, without limiting the ability to deliver ads that don’t have retargeting rules.
Read more about the features of the Retargeting plugin for OpenX.
What is retargeting?
Retargeting is an advanced form of ad targeting where the behavior of internet users is recorded by an ad server. Using this information, the ad server can then select the most relevant ad for the visitor, even days or even weeks later.
The difference between direct targeting and retargeting
Targeting is a technique used by online publishers and advertisers to increase the effectiveness of their advertising campaigns. It can be applied directly, matching the ads on a webpage to the content of that page or known demographic information about the visitor. It can also be applied indirectly, using information that was captured and stored earlier to decide if the ad should be delivered. This is often called behavioral targeting or retargeting.
What is behavioral targeting and retargeting?
Retargeting uses information collected on a visitor’s past web-browsing behavior, such as the pages they have visited or the searches they performed, to select which advertisements to display to that individual. Wikipedia has a very insightful article about Behavioral Targeting.
Benefits of retargeting
Using retargeting, your ad server can display an ad that is very relevant to the interests of an internet user. This can have a significant impact on the click through ratio and conversion ratio of your campaigns.
How does the TargetiX Retargeting Plugin for OpenX Ad Server work?
The TargetiX – Retargeting Plugin for OpenX adds a table to the existing OpenX database, and stores information about the visitor in that table. It then enables OpenX users to specify delivery limitations to any banner in a campaign based on the stored retargeting data.
Retargeting plugin stores data and re-uses that data later to determine which ad should be displayed (click to enlarge)
Storing retargeting data
Limiting ad delivery through retargeting
Scalability
Data will be default be stored in a table on the OpenX database, but we also provide a free ‘External Database Driver” to enable system administrators to move the retargeting data table to an external database, which can even be on a separate server.
The data will normally not be stored in cookies on the visitor’s computer, but rather in a database. However, for large systems with many visitors, we’ve developed a “high volume extension” which adds the ability to store data in cookies on the visitor’s computer, rather than in the database. The high volume extension is not free.
Examples of retargeting
The only limitation for using the TargetiX – Retargeting Plugin for OpenX Ad Server is your own imagination. Here are a few examples of how we think you can use this plugin:
- When a visitor enters your shop pages but doesn’t complete a sale, you could display special ads at their next visit, encouraging them to buy your product after all.
- When a visitor searches for information related to a US state, you can target ads to them that are relevant to that state, when they visit one of your other sites.
- If a visitor has viewed a product page on your website more than 5 times, you may want to assume that they are more than likely to buy the product. By displaying an ad with a special offer or discount at their next visit, you could persuade them to buy the product.
- When someone buys a product from your site, at subsequent visits to your site you can show them ads for related products, supplies or services to complement their initial purchase (up selling and cross selling).
There is more on our page of examples and use cases for the Retargeting plugin for OpenX.
Additional technical details
Data storage mechanism
The data that needs to be captured comes from the actions a visitor performs on a website, or from data the visitor enters. This data is sent to the TargetiX – Retargeting Plugin for OpenX via an API. It requires that the webmaster or developers of the website incorporate this API in their site. There are no restrictions on the programming language used for the site. The plugin supports two types of data storage: single elements like a visitor’s gender or year of birth, and counters like the number of times a visitor has viewed a product page in your shop.
Privacy Measures and Opt-Out Mechanism
Any data stored inside the retargeting data table is completely anonymous. It is not tied to an IP address. The TargetiX – Retargeting Plugin for OpenX even supports an opt-out mechanism. This means that visitors can indicate that they prefer not to be served ads targeted to their search or surfing behavior. Any and all data about the visitor in the OpenX database is removed and no more new data will be collected.
