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Retargeting Offers Most Online Targeting Lift

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Retargeting Offers Most Online Targeting Lift

Retargeting is the online targeting strategy that offers the most lift, although it has low reach, according to a new study from comScore and ValueClick.

The study measured the relative effectiveness of six major online targeting strategies: audience targeting (ads served based on online behavioral data), contextual targeting (ads served to related page-level content), efficiency pricing (cost-per-click), premium pricing (placements on premium publishers), retargeting (served to users that have previously visited an advertiser’s site), and run-of-network (RON) (ads which appear anywhere in the network, often optimized by conversion). ….. click for more…

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