Retargeted Advertising: Measure, Mix and Move (Fast)!

Retargeted advertising, when done right, is a highly impactful and measurable medium for driving consumers back to your website. Converting those shoppers who have abandoned can be achieved when you initiate ads in real time and in a one-to-one way that reflects the shopper's behavior and interests. It's all about being relevant and timely with retargeting, as well as understanding which half of your ad budget is being wasted.

Charles Nicholls is chief strategy officer of SeeWhy, a real-time remarketing company, and is chair of The SeeWhy Conversion Academy.