The Retargeting Playbook: How to Turn Web-Window Shoppers Into Customers (Hardcover)

Acknowledgments xi

1 Why We’re Writing This Book 1

2 The Evolution of Display Advertising 11

3 Getting Started: Who Should Use Retargeting and for What 21

4 Smart Targeting: Reach the Right People at the Right Time 39

5 Taking Your Retargeting to the Next Level: Optimization Strategies that Work 51

6 Creative Best Practices 61

7 Advanced Retargeting Strategies 77

8 Introduction to Measurement and Attribution 93

9 Business Model Evolution 105

10 Retargeting Meets Social Media: The Facebook Exchange 113

11 Mobile Retargeting: Opportunities and Challenges 127

12 Aligning your E-mail and Retargeting Strategies 141

13 Privacy Matters: Providing Transparency and Control 149

14 Conclusion: A Look to the Future 157

Glossary 163

Index 165