Behavioral Retargeting: Reconnecting With Old Friends (or Site Visitors)
Better still, analyzing this rich trove of data allows marketers for the first time to create powerful segments of their social media audience, identifying and targeting groups of influencers and sharers.
Using this process, standard social media advertising — e.g., display ads on Facebook — is replaced by advertising into social media. Through a strategic combination of display ads, social media and behavioral retargeting, groups of sharers and influencers pass along offers and game experiences so that they spread outward like ripples on a pond. Consumers thus become active participants in the experience created by the brand instead of passive recipients of a message. In effect, they become "living ads" for the brand.
Todd Parsons joined Criteo as Chief Product Officer in August 2020. He is responsible for product strategy and new product innovation to diversify and transform Criteo's platform offerings. For over a decade Todd has built marketing solutions at the intersection of consumer identity and data. Prior to Criteo, his team established OpenX as the first people-based programmatic marketplace. As CPO of SocialCode, Todd developed products to activate and measure first-party audiences across Facebook, Amazon, YouTube and other platforms. Earlier, Todd led Acxiom's Marketing Services business and founded two venture-backed startups; Aditive, acquired by Acxiom in 2014, and BuzzLogic, the first SaaS for social media measurement and analytics.
