Re-targeting Re-defined

 

Definition of marketing is the totality of processes that involve promotion, selling and distribution of a service or a product in a commercial environment. There is a definite number of population and entities on the planet though. Does it mean we can only touch point each individual or commercial or institutional entity only once? Not really.

Compared to many distribution channels, digital has a great advantage of collecting information and allowing re-purpose. For example, when you go to a marketplace and explore an item but did not buy, does the seller remember you the next day when you are there again and asks you: “Hello, nice to see you again. Yesterday, you explored this item but did not purchase it. Can I explain its features to you?” or “Can I suggest another product that may interest you?”. Not really, right? How will the seller remember so many faces and keep track of their activity?

Digital re-targeting or re-marketing addresses this issue well. Conventional methods include usage of cookies that the visiting user’s computer hosted a small file that consists the visit information. However, because of personal privacy concerns (although advertising related cookies held none of the personally identifiable information), users either made it a habit to delete their cookies at the end of their site visits or tend to use incognito browsing more. This made traditional cookie-based re-targeting more difficult.

Osprey Media Lab always rides on the new technologies and offers the most viable solutions to its clients. One of them is “Smart Tags”. Through this, users see dynamic advertisements based on their earlier site interactions. And this is possible by collecting the information from their earlier visit and getting to know what the page they interacted was about. This is a more efficient way than trying to extract information from the user’s cookies. This technology’s seamless connectivity to back-end engines, advertising creative and serving systems automatically generate the ads with the content the user is familiar with and presents it. This method not only ensures that ad’s creative content applies to the user but also exhibits itself natively, closer to the end user which in return produces better conversions.

To tap on Osprey Media Lab’s knowledge and experiences in ad technology solutions, ad inventory management, 3rd party ad tracking and research capabilities, contact us now.