Behavioral retargeting

When retargeting (also retargeting written by the English re for " back " and targeting " aiming (just ) " for, often also called remarketing ) a tracking method is called in the online marketing, in which visitors to a website - usually a Webshop - should be marked and then responded to other websites with targeted advertising again. The aim of the procedure is a user who has already shown an interest for a website or a product, again to confront with advertising for this site or product. This is the advertising relevance and thus ( eg order rate ) increase the click-through and conversion rates.

Technology

Technically retargeting based on an ad server cookies. For this purpose, a retargeting pixel of the ad server is first integrated in the Shop website. A user visits the shop, so he calls also from the pixel. The pixel is at the user now a cookie and thus stores a reference to the data stored in ad server user interests (eg " XYZ website visited, interest in product 7263 "). Surfing the user then on another website, on advertising by the same ad server is switched, the ad server can read the cookie and play targeted advertising the shop 's website. Increasingly, comes this "dynamic retargeting " to use that based on the stored user interest calculated one specifically tailored to the user promotional material in real time and delivers (about similar products View 7263 ).

Bidding strategies

The success of retargeting depend, in particular, that one assesses the user's intention correctly. Was the user only briefly on the website? Has he the product details of the product 7263 watch? Has he looked at the shipping costs and then canceled? Has he bought the product 7263? For each user profile, there are different bidding strategies, which must indicate that the advertising message of the banner and the bid price.

Criticism

Retargeting is sometimes very in the criticism. Many users feel spied on when they see exactly displaying banners with images of the products that the user has previously viewed or bought days in an online store. In Europe, the legislature has at EU level responded in November 2009 and an e -Privacy Directive issued to deal with cookies. This Directive provides that users are informed of tracking measures through cookies and explicitly consent ( opt-in) and must at all times contradict the tracking measures. In Germany the directive has not been transposed into law (November 2013).