Understanding how retargeting works

The key claim of retargeting, the business of companies like Paris-based Criteo, is that it can match long-tail advertisers with long-tail publishers and retailers. Ad exchanges enable these connections by identifying the specific group of people who need what smaller brands have - products such as specific light bulbs or replacement parts. By 2017, retargeting had become a $10 billion business.

https://www.mediapost.com/publications/article/311653/a-tale-of-two-tails.html

tags: Criteo, cross-channel linking, tracking, targeting

Writer: Ted McConnell

Publication: MediaInsider