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Retargeting

Cookie Targeting - also known as Retargeting - is a technology that is used to 'follow' your audience anonymously all over the web.

A small, unobtrusive piece of code is placed on your web-site (this code is sometimes called a "retargeting pixel"). It is unnoticeable to your site visitors and won't affect neither the site, nor the user's browser performance in any way. Every time a new visitor comes to your site, the code will deploy an anonymous Browser Cookie. Later, when the visitors browse the web, the Cookie will let your retargeting provider know when to serve ads. In this way, it can be ensured that your ads are served only to those people who have previously visited your site.

For example, a user visited an online marketplace site where cell phones are sold, and stayed on the page with a certain phone model for some time, yet he did not order it yet. Later on, when the customer visits your site, the ad with this particular phone model will be displayed.

Cookie Targeting is focused on advertising brands, which are already familiar to users, or products that they have recently shown interest in. Therefore, this Targeting type shows one of the highest ROIs.

To configure Cookie Targeting:

  1. Log into your network account and go to the Preferences tab.
  2. In the Cookie Targeting section, two kinds of Cookie Pixels are available - secure (for 'https' pages) and non-secure (for regular 'http' pages). Choose the one you need.
  3. Insert the Cookie Pixel to the web page(s) of your site using the <img> tag, for example:
  4. <img src="XXX?age=21|30m&gender=male|15&location=US" />

    • The parameters of the Cookie Pixel query string represent the name and the value of the Cookie.
    • The vertical bar after the Cookie value is an Expiry Modifier, which specifies the Cookie lifetime (y - years, d - days, h - hours, m - minutes, s - seconds).
    • An Expiry Modifier without the date modifier (y/d/h/m/s) is counted in days by default.
    • A Cookie without an Expiry Modifier has the default lifetime of one year.

The Cookie Pixel from the example above sets three Cookies:

  1. [age=21|30m] Cookie is named 'age' and has a value of '21'. Its lifetime is 30 minutes.
  2. [gender=male|15] Cookie is named 'gender' and has a value of 'male' with a lifetime of 15 days.
  3. [location=US] Cookie is named 'location' and has a value of 'US' with a default lifetime of one year.

Once the Cookie Pixel is placed on your site, follow these steps:

  1. Log into your network account and go to the Advertisers tab.
  2. Select an existing Advertiser > Campaign > Banner or add new ones.
  3. Enable the Targeting pane from the right side menu.
  4. Configure the Cookie Targeting:
    • Choose the Cookie Value Targeting Type.
    • Fill in the Cookie Name and Cookie Value.
    • Select the Include option.
  5. Click . The corresponding entry will be added to the Targeting pane.

Updated about a year ago

Retargeting


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