Retarget for performance

Shachar Radin Shomrat

Leading retailers and brand marketers are using performance-based advertising vehicles like affiliate marketing, cost per acquisition campaigns and personalised retargeting to improve their marketing ROI.

"Retargeting generated twice the lift of audience targeting and nearly ten times the lift of contextual targeting"

I remember all the wonderful promises about digital advertising in the 1990s. After decades of spending millions of dollars on advertising budgets without really knowing what specifically would drive sales, marketers would finally know exactly which ad contributed to sales.

Though banners bought in the 1990s on a cost-per-mille (CPM) basis did give online advertisers a greater understanding of the actions/sales they impacted versus most offline advertising vehicles, the first generation of online ads didn't really deliver on the promises. Nor did they reduce the complete risk advertisers bore with a payment model that didn't reflect any ad performance metrics.