What's the Best Strategy for Targeting Your Display Ads?
A retargeted display ad will encourage 1,000% more people to search for a product than a standard ad, according to the study. That tactic worked twice as well as buying audiences, an increasingly contentious practice as politicians look to draft legislation to protect people's privacy online. Interestingly, buying placements on premium sites was the third-best-performing option.
To be sure, brand-focused advertisers will want nothing to do with retargeting -- or will they? The numbers are appealing.