The team here at adhesive.co has been in the retargeting industry for a long time. We helped pioneer the space with the founding of FetchBack in 2007, back when the networks didn’t even know what retargeting was.
Since that time FetchBack has grown into the niche we knew it would, a service that has become a budget-line item for online marketers. It’s also become a hyper-competitive space with everyone claiming they can provide the same services and features. In the long run, this competition is great for marketers. Service levels should be increasing with prices declining. There are always the good players in with the bad. We thought it would be important to put together a quick checklist of what to watch out for when reviewing a retargeting partner. Never be afraid to ask pointed questions when you’re in the evaluation process. Actually, it doesn’t hurt to ask these questions of those you’re already working with!
Frequency caps: This is a big one. There are benefits to having a cost-per-click model when purchasing ad inventory, including retargeting. But there is a downside. The vendor is motivated to ship as many ads as possible in order to drive clicks. This can create a... Read more