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...