Behavioral Retargeting 101

iMedia Connection - July 07, 2006 A Chapell Article
Marketers have been trying (and succeeding) to up-sell consumers for years-- it's hardly an idea that began with the internet. The era of online media, though, has brought a unique twist on this old concept: instead of trying to get consumers who made purchases in the past to buy again, what about getting consumers who didn't convert to buy for the first time?

This idea has led to the growth of retargeting (sometimes also referred to as "behavioral retargeting" or "behavioral search retargeting"). There are a few different models, but the basic idea is that by visiting a website, a consumer is demonstrating that s/he is interested in that website's products or services. Retargeting uses a website visit -- or a search ad that led a web user to a website -- as a targetable behavior...(more).