R is for “Retargeting”
R is for Retargeting.
Retargeting is an essential element of programmatic display. Because display ads are inserted into natural website content, it usually takes a few impressions to create an action from the user, in this case a click. By retargeting, we follow that user across the web through their natural browsing habits, delivering enough impressions to create a subliminal effect of familiarity within them, and increasing our odds of delivering a user to the advertiser’s website.
Retargeting can also be used as a tactic called Site Retargeting, which uses natural visitors to an advertiser’s website to build an audience. As with sales, your best customers are those who already know you, and Site Retargeting continues to drive users back to a website to create conversions.