How do they do this? (Behavioral Retargeting)

Mikesev

Mikesev

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Jun 2, 2009
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This could be a very dumb question, but I'll openly admit I'm a newb at the adserving/media buying end of IM.

I'm wondering how Fetchback do what they describe on the page linked.

Essentially they are a retargeting agency that allows a single 'super' cookie to be used to behaviourally retarget a user across a multitude of networks, exchanges and publishers.

I get the behavioral re targeting part, just not the integration with such a wide array of sources.
 


Retargeting is actually pretty simple when you boil it down. It works like this:

1) User visits your website. Cookie is dropped on them.
2) User leaves site, and visits one of the sites in the advertising network.
3) The Adserver that displays the ads on that site sees the cookie.
4) It displays a custom banner designed for retargeting that particular user.

It's an awesome idea and CTR and conversion rates can be much higher when using this kind of retargeting.

If you want to try it, I would recommed using custom banners that mention that they just left, something like "Please come back to XYZ.com" or "Why did you leave?"

Something that makes them stop for a second and think about it.
 
Reidy said:
1) User visits your website. Cookie is dropped on them.
2) User leaves site, and visits one of the sites in the advertising network.
Click to expand...

Affiliati said:
Straight from the site. Pretty straightforward no?
Click to expand...


This is the bit I don't quite get, they're apparently using a single cookie for all advertising networks, exchanges and publishers.

As I say, this could be ridiculously n00b of me, but how can that work? Cross-site security restrictions on cookies mean that a single cookie, placed by one site/server can't be read by another, right? This is true even for flash cookies.

Unless they're exaggerating their size and just using DART Boomerang or something, which I know a lot of retargetting agencies are based on.
 
They have agreements with a large number of ad networks to bid on their inventory at the premium rate that retargeting is usually sold for.
 
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