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.


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

Writer: Ted McConnell

Publication: MediaInsider

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