OMMA Behavioral – Panel: “Re-Thinking Re-Targeting” (Video)
Jul 21, 2010 3:45-4:30pm, Hilton San Francisco Uniqon Square
Video of event
Re-targeting continues to be the tried and true workhorse of behavioral targeting. Tagging and retrieving someone who has already shown an interest in your business is about as simple a use of the BT model as it gets. But it is not so simple any more, and like everything else in this complex ad economy, re-targeting too is in for a upgrade.
Dynamic ad creation driven by recommendation engines offers new opportunities to marketers to be even more effective. Demands for greater accountability, control over placement and clearer attribution press the ad networks and tech providers to provide new levels of transparency. And just like everyone else in the ad economy, re-targeting is working its way through questions about metrics and pricing, do marketers optimize and pay according to clicks, conversions, purchase? And what role does retargeting now play in this larger field of audience creation and the age of the DSP?
Drew Lipner, EVP , Group Director, InsightExpress
Chike Farrell, Group Product Manager, Audience Targeting, Microsoft
Peter Kim, Director, Product Management, Yahoo!
Nancy Marzouk, VP National Sales, Netmining
Josh Shatkin-Margolis, CEO, Magnetic
Allen Stern, VP, Media Director, Signal to Noise