This document discusses the evolution of retargeting from simple targeting of consumers to more advanced audience-based targeting using data management platforms. It outlines some of the challenges with multi-screening and various technologies used for retargeting like real-time bidding exchanges. Finally, it explores the future of targeting by leveraging social media data and second screen experiences to deliver highly relevant ads across different devices and platforms.

1. The Evolution &
Future of Retargeting
Benjamin Spiegel
Sr. Partner, Managing Director - Strategy
Twitter: @nxfxcom
LinkedIn: in/BenjaminSpiegel
EMail: Benjamin.Spiegel@groupm.com
Google+: +BenjaminSpiegel
WeChat: BenjaminSpiegel
SlideShare: BenjaminSpiegel

2. Targeting used to be simple…

3. …then consumers wanted choice

4. Only one way to get connected…

5. …with only a few choices

6. But we evolved again…

7. CONNECTING BRANDS TO
CONSUMERS IN A RELEVANT
WAY.

8. CONTENT BASED
TARGETING

9. INTEND BASED
TARGETING

10. WE EVOLVED AGAIN:
RLSA/RETARGERTING/REMARKETING

11. Retargeting - How it works

12. Retargeting - It is brilliant
Content Intend
Behavior
Perfect Audience

13. CHALLENGES
• Multi-screening
• Scale
• Cost
• Reach
• Messaging
• Social / Mobile
• Vendor

14. THE SOLUTION:
AUDIENCE BUYING

15. The 4 key components
DMP
RTB
SSP
EXC
DSP

16. The Display Landscape

17. The magic of the DMP
What are the ingredients?
Clicks
Impressions
Interactions
Conversions
Transactions
Segments
Campaigns
Products
Lifetime Value
Psychographics
Demographics
Offline Buyers
Financials
Web Behavior
Search Behavior
Offline
Segmentation
Digital Ad
Impact
Campaign
Data
Audience
CRM
Database
Brand
Research

18. WHATS NEXT
The future of targeting and media

19. The Social-Mobile-Digital Sweet spot
Social Web
Mobile

20. Socialite 2.0 – Building Social Audiences

21. Social targeting

22. Hyper relevant messaging

23. Socially enhanced creative units

24. TV Please…

25. Second Screen targeting

26. Sync – Devices listen and react
Digital fingerprint is
recognized
Trigger is fired Ad delivery in 5-10
minutes
Ad airs

27. A WPP Company
THANK YOU
@nxfxcom