Retargeting Plugin for the OpenX Ad ServerThere are many ways to use the Retargeting plugin for Revive Adserver. To offer some extra inspiration, we’re going to post some examples of how buyers of this plugin have implemented it.

Targeting members of a closed forum

A publisher operating a closed forum was already successfully displaying ads on the pages that members can access when they are logged in. There were two public pages on the site that were not being used to their full potential, the login page and the page that users see after they log out. The ad revenue (eCPM) of those pages was low, and members complained that the ads they saw there were much less relevant than what they were used to on other pages.

Direct targeting when logged in

The publisher uses information provided by the members to select ads on closed forum pages, so that members see ads relevant to their interests and demographic information. Think of things like gender, age, marital status, education level and so on. It’s not hard to understand that ads for products that are designed for a female audience perform better when they are displayed only for female members, for example. When a member is logged in, it’s very easy to show the right ad to the right person. We tend to call this ‘direct targeting’, and it can be implemented with an out of the box installation of Revive Adserver.

The problem was that the publisher could no longer do this form of direct targeting after the member logs of, or when the visitor is on the sign in page on their next visit. He simply didn’t know who the member was, let alone what profile to use for direct targeting.

Retargeting when logged out

The solution to this problem was to implement the Retargeting plugin for Revive Adserver and to capture some of the profile data when the member is logged in. This data is then stored, anonymously, using the Retargeting plugin for Revive Adserver. As a result, that data is still available even when the member logs out or when they land on the sign in page during their next visit.

Strong increase in eCPM and ad revenue

By implementing this relatively simple scenario, the publisher has seen his ad revenue on the public sign in and post-log off pages almost double overnight. It is estimated that this will pay for the purchase of the Retargeting plugin for Revive Adserver in about 4 to 5 months. And now that retargeting functionality is available in his Revive Adserver, he is planning to implement more scenarios. Helping his advertisers reach the best possible audience for their campaigns is going to be much easier, and that will help to continue increasing his ad revenue in the future.

Please have a look at some of the other examples and use cases of the Retargeting plugin for Revive Adserver.