As part of our SEJ interview series, Marc Poirier of Acquisio joins us to discuss the latest developments in retargeting advertising.
There have been a lot of new developments in the world of retargeting over the past few months. Advertisers typically start with tried and true platforms like Google Remarketing through Google AdWords, but now there are a lot more options available such as Facebook Exchange.
There have been a lot of announcements lately that expand the options available to advertisers even more. Marc goes over these announcements in the video below:
Here are some key takeaways from the video:
- Twitter has recently announced a closed program available in the US only for retargeting promoted tweets.
- The idea behind it is that you provide Twitter with a list of cookies or e-mail addresses, similar to Facebook’s custom audiences. You upload the file and then Twitter does the mapping and retargeting.
- The downside to Twitter’s retargeting program is that it doesn’t allow for dynamic creative optimization, nor can you change your bids in real time.
- For app developers Facebook offers a similar product that tracks users of your app for retargeting on Facebook later.
- The downsides with these products are similar to the downsides of Twitter’s retargeting platform in the way that they don’t allow for dynamic creative optimization and real time bidding.
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