The Programmatic Primer: Retargeting in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to know: Retargeting

  • Retargeting is targeting based on a specific, observed behavior.
  • Retargeting has very high ROI typically, but low reach. Audience targeting, by contrast, is a much higher reach method that usually combines several behaviors into a single, larger segment.
  • Publishers and retailers use retargeting technology to bring users back to their websites, often with user-specific messaging.
  • Retargeting is extremely common and can be used in creative ways, such as survey recruitment to people who behaved in a specific way (for example, bought a certain brand of shampoo).
  • Think about audience targeting as driving the top of the funnel, and retargeting as driving the bottom.