24/7 Real Media debuts search retargeting

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New York—24/7 Real Media, a digital marketing company owned by WPP Group, said Monday that it has introduced search retargeting, a technique for targeting and serving digital ads on the Global Web Alliance, the company’s media network of more than 950 sites.

Search retargeting allows marketers to target and customize display advertising based on users’ keyword queries on search engines such as Google and Yahoo, according to the company.

The process begins with users’ initial search queries on major search engines. Users who click through the text ads corresponding to their search can then be retargeted through display advertising on all the Web sites comprising the Global Web Alliance. Display ad creative can be modified dynamically based on the keyword or keyword group originally queried.

—Carol Krol

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