IRCE: Takeaways on Marketing, Facebook and Catalogs

Behavioral retargeting services using online ads was offered by several vendors exhibiting at the conference, each with a success story for small- to medium-size internet merchants. These companies offer unique ways of serving up online ads to consumers who wander away from your website.

How many retargeting vendors should a retailer use? With real-time buying, most retailers use just a single retargeting vendor, or at most two. How can you tell if you have too many vendors chasing retargeting sales? The key seems to be measuring the overlap in orders and closely monitoring how many orders are being claimed by more than one retargeting provider.