25 Jan '12, 2pm

2012 Is The Year To Cut Your Site Retargeting Budget

2012 Is The Year To Cut Your Site Retargeting Budget

Having made the switch from ‘agency guy’ to ‘vendor guy’ a year ago, I have talked to dozens of agencies in the last 12 months and have been completely blown away by the vast quantity of media dollars that are being poured into bad site retargeting programs. Good money is disappearing into irrelevant impressions to talk to an audience that doesn’t care and would rather the brand stop stalking them at all. The causes of the problem are varied, but usually boil down to a lack of time to fix something ‘that isn’t broken’, a lack of understanding of what retargeting really is and a lack of client’s pushing agencies to really explain it. Before climbing onto my soapbox, let’s be clear on two fronts – firstly, I love site retargeting and I am a firm believer in the principal, and secondly this problem exists in both agencies and brands, whether they are working with a DSP, a spe...

Full article: http://searchengineland.com/2012-is-the-year-to-cut-your-...

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