Retargeting seems like an effective tool in today’s marketing kit, but at some point there will be resistance
What’s retargeting? Simply put, a pixel is placed on your website, and anyone who lands on your website is cookied. After they leave your site, you are able to target them with ads, hopefully to bring them back to your site, and commit to some form of engagement. Check out Adroll.com for a company who supplies all the technology and ad serving. You can be up and running in the time it takes to add a line of code to your site and to create the ads. It’s as simple as that.
Well, from that moment on, I couldn’t go anywhere on the web without seeing ads for Kinky Boots. They were so in my face that one day I saw a bus shelter ad for Kinky Boots here in Toronto and, I kid you not, my first reaction – jeepers, they found ME here too! Then I stopped, paused, and realized it was a billboard, and not a targeted web ad. But for a moment.. hmmm.
It’s not necessarily the end of the world, but we’ve grown accustomed to using tools and tricks to avoid sharing everything we do online. Suddenly, finding a way to kill the retargeting ads just became more relevant. It’s no more an invasion of privacy than how cookies are used, but in this case, the ads are in our face, and directly based on our internet search and browsing habits.
It’s only a matter of time before there’s a substantial backlash, forcing a rethink of site retargeting.
connecting.the.dots. one at a time | joel |