Behavioral retargeting (also known as behavioral remarketing, retargeting, or simply retarget marketing) is a form of online targeted advertising. The online advertising is targeted to consumers based on their previous Internet actions and previous visits to websites. Retarget Marketing tags online users by including a pixel within the target webpage or email, which sets a cookie in the user’s browser. Once the cookie is set, the advertiser is able to show display ads to that user elsewhere on the internet through a set of ad exchanges.
While all retargeting depends on setting cookies in a user’s browser, there are several different methods of doing this:
Emailing a website visitor after their website visit (Email Based)
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Retargeting ad campaigns usually run on lower cost media, such as display ads, which not only increases effectiveness by specifically targeting an interested audience, but also improves the overall ROI (Return on Investment) of the advertiser. A common use-case of retargeting is situations where a website visitor’s actions did not result in a sale or conversion.
Retargeting providers employ a variety of pricing models to charge advertisers for the ads viewed by consumers.
Three prominent models include: