Retargeting in programmatic advertising involves showing digital ads to people who have previously shown interest in a similar product or brand. There are several tools and methods used for retargeting, including search retargeting which targets people based on searches for related keywords, contextual retargeting which uses behavioral segments to find likely customers, and site retargeting which re-engages users who left a site prematurely. Cross-device retargeting allows targeting of users across devices by mapping device IDs, while still considering other factors like brand safety, context, location, and frequency capping for best results.

1. Retargeting Tools and
Methods in Programmatic
Advertising

2. What is Retargeting in ProgrammaticAdvertising? (1/2)
Retargeting Advertising is showing digital ads to people who have shown interest
in the same or similar product for which you are advertising.
As users are already aware of the brand and/or product/service, they are much
more likely to be interested in it as a customer which is the whole point of direct
response or conversion campaigns

3. When marketers retarget potential customers via programmatic channels i.e. automated ad
serving on various ad networks or exchanges using these potential customers/audience data it is
called Retargeting in ProgrammaticAdvertising.
What is Retargeting in ProgrammaticAdvertising? (2/2)

4. Are you the Audience?
Before moving to discussion about tools and methods of retargeting by using
audience, it is essential to understand how audience is stored and identified.
Two ways of storing audience data:
Cookies Device IDs

5. Tools and methods used in Programmatic Retargeting
Advertising

6. Search retargeting
When user performs a search on any of the search engines like Google, Bing or even a search
on the website, these searches can be mapped against keywords and users can be stored as
Audience against keywords by dropping a cookie or saving device ID.
Most of the DMPs have their keyword tags integrated on publisher search tool, and that’s how
they build their search targeting audiences.The audiences can be used by marketers for ad
campaigns on DSP for re-targeting people who have searched for keywords like product itself
or similar product or something very close to it.

7. Contextual retargeting
Users can be attributed to segments depending on their online behaviour and these segments
can suggest how likely the user is good for conversion.
DMPs drop a cookie or store device ids of users to create audiences for these
behavioural/interest segments.
For instance; a person browsing on travel blog is likely user, a person browsing on travel
booking website is more likely user and a person writing travel blogs or travel review is most
likely user, for retargeting ad by travel booking advertiser.

8. Site retargeting
During the delivery of direct response campaign, there will be some users who left the
advertiser website or app with incomplete journey.
To help them complete the consumer funnel journey, marketers can retarget these people in
the second or parallel campaign burst using audience stored from first burst. Audience can be
stored by firing DSP pixels (which either drop cookie or store device id of user) at each step of
user journey in consumer funnel.

9. Cross device retargeting
Various DMPs have created probabilistic (location plus IP tracking) or deterministic
(telecom or social media partner data integration) models for mapping device ids
against a specific unique user in their audience pool.
These device ids mapping capability can be used for targeting
users on their mobile devices if they have interacted with same
ad on desktop/tablet

10. Something to keep in mind
Although re-targeting is more about relevant audience
targeting, we should still keep in mind other essential targetings
for relevance and best of results:
• Brand Safety targeting
• Contextual targeting
• Location targeting and if required use hyper local targeting
like in stores or at airports
• Time of the day targeting
• Frequency cap

11. Questions?
Anubhav Mathur
Head of Ad Operations and Programmatic
anubhav@adludio.com