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.
What is Remarketing?
Remarketing is a word invented by Google, and it means the exact same thing as Retargeting. The rest of the advertising industry have not adopted the term Remarketing.
How to use Retargeting in Revive Adserver
Anyone with a Revive Adserver system can benefit from the power of retargeting by adding the Retargeting Plugin for Revive Adserver.