Retargeted Advertising: Measure, Mix and Move (Fast)!
Here are three best practices to make retargeted advertising really fly:
1. Find them fast, hit them hard. Time is of the essence when you want to recover and convert visitors. The secret is to find the highest quality prospects as quickly as possible, and hit them hard. RTB enables you to do exactly this, but is only part of the answer. Finding your visitor fast also means that you need maximum reach. You need to be "listening" on as many of the major ad exchange bidding streams as possible. This gives a secondary benefit of being able to pick and choose which impressions you want to bid on since you now have choice across a broad number of publishers.
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, the edge experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others. For more information, visit www.SimplicityDX.com or connect on LinkedIn.