Social Media Advertising

Social Media Advertising:

Remarketing

What is Remarketing?

Remarketing (also referred to as retargeting) is a tool used by advertisers on the internet. When potential shoppers visit an e-commerce site, only a small percentage actually make a transaction. Remarketing uses HTTP cookies to keep track of the visitors on the site and, through the use of an agency, to display ads for the original site on other web pages the user then visits, to encourage return visits.

How does it work?

Using a small piece of Javascript code added onto the e-commerce website, an anonymous list of visitors to the site is created by placing Internet “cookies” to their computer’s browser. This list then allows a remarketing company to display remarketing ads to these visitors as they browse other sites. This is done through a remarketing company which then buys ad media from various ad networks on behalf of their customers.

On Social Media

Facebook recently anounced its “Facebook Exchange” which allows remargeting cookie adverts onto Facebook. However, due to privacy concerns, Facebook is currently not allowing its remarketing advertising partners access to the vast biographical information that it has on its users or its other partners to use cookie remarketing. For example, if a (partner) wanted to target Facebook users that had received a cookie either by location, by belonging to a certain age group or of a particular gender, this would not currently be possible for them. If Facebook did permit its partners to use both remarketing tools as well as standard types it could allow them to produce very accurate profiles of their visitors.

Real-time bidding

According to techcrunch.com:

“Facebook Exchange is a real-time bidding ad system where visitors to third-party websites are marked with a cookie and can then be shown real-time bid ads related to their web browsing when they return to Facebook. This retargeting option could be a huge money maker for Facebook as it will allow for more relevant direct advertising. Facebook Exchange could also power time-sensitive advertising because ads are bid on and delivered to users in real-time as they browse the site. That permits urgent advertising, such as ads directing users to turn on a currently airing TV show or sporting event.”

Websites such as adroll.com offer Remarketing advertising to customers via Facebook and other sites.

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