Best Practices for Online Advertising in Retail

There’s no question that retailers own some of the most valuable, untouched real estate in the advertising market. An ideal solution helps retailers and brands tap into this real estate in a couple of ways:

• complementing the user experience with ads that enhance rather than detract; and
• capturing value from the nonconverting retail audience (rougly 97 percent of e-commerce traffic).

2. Be relevant — it preserves and enhances the consumer experience. Many retailers have used and continue to use solutions such as Google AdSense, DoubleClick or other ad network technology to help them serve ads throughout the customer shopping cycle. Their solutions are built to solve nonretail publishing needs, however, and are therefore limited in their retail targeting capabilities.