Retargeting

from Wikipedia, the free encyclopedia

When retargeting (also retargeting written by English, re for "again" and targeting for "(exactly) aiming", often Remarketing is called) in online marketing a tracking method called, in which visitors to a Web page - usually a web shop - marked and then addressed again on other websites with targeted advertising . The aim of the procedure is to draw the attention of a user who has already shown an interest in a website or a product to this website or the product again. This should increase the advertising relevance and thus the click and conversion rate (e.g. order rate).

technology

Technically, retargeting is based on cookies from an ad server . For this purpose, a retargeting pixel of the ad server is first integrated into the shop website . When a user visits the shop, he also calls up the pixel. The pixel now sets a cookie for the user and thus saves a reference to the user interests stored in the ad server (e.g. "Visited website XYZ, interest in product 7263"). If the user then surfs on another website on which advertising is placed using the same ad server, the ad server can read the cookie and display targeted advertising from the shop website. "Dynamic retargeting" is being used more and more frequently, which calculates and delivers an advertising material specifically tailored to the user in real time based on the stored user interest (e.g. similar products to product 7263).

Bid strategies

The success of retargeting depends in particular on correctly assessing the user's intention. Was the user only briefly on the website? Has he looked at the product details for product 7263? Did he look at the shipping costs and then cancel? Has he bought item 7263? There are different bid strategies for each user profile, from which the advertising message of the banner and the bid price result.

criticism

Retargeting is sometimes very much criticized. Many users feel that they have been spied on when they see advertisements from advertising banners with images of exactly the products that the user has viewed or bought days before in an online shop. In Europe, the legislature reacted to this at EU level in November 2009 and issued an e-privacy guideline on the handling of cookies. This guideline provides that users are informed about tracking measures by cookies and must explicitly consent ( opt-in ) and can object to the tracking measures at any time. In Germany, the directive has not yet been legally implemented (as of November 2013).

Web links

Individual evidence

  1. ↑ Google: Explanation on remarketing
  2. ↑ E-book on "The Future of Display Advertising" , 2012, pp. 25–26 (PDF file; 1.3 MB)
  3. ↑ E-Book on "Real-Time Advertising: Functionality, Actors, Strategies" , September 2013, pp. 25–26 (PDF file; 1.4 MB)