Performance

Ask ten marketers whether you should run two retargeting vendors simultaneously and you'll get ten different answers. We think the data settles it—but we'll let you decide.

Core takeaway

Multiple retargeting means running two or more retargeting vendors simultaneously against the same pool of site visitors. Because each vendor uses different algorithms to evaluate user intent, they identify different high-value opportunities within the same audience. The result: more conversions, without proportionally increasing your budget. The biggest objections—overlap, bid inflation, added complexity—don't hold up under scrutiny. The data consistently favors a stack approach.

Legacy Machine Learning solutions have much to lose when clients learn an inconvenient truth: using two different-in-kind retargeters leads to demonstrably superior performance. For this reason, legacy vendors tout a “one retargeter” approach to programmatic advertising that doesn’t align with the lived reality of marketers. The one retargeter strategy is driven by a vendor’s internal business concerns, not by what’s best for their clients. If a single-vendor retargeting strategy were so superior and so powerful, why would a proper retargeting stack be such a threat to legacy Machine Learning vendors?

I’m going to look at, and then disprove, four myths around the choice of a single- or multiple-vendor retargeting strategy. And I’ll explain why sophisticated markers build programmatic marketing stacks.

Performance marketing teams using Deep Learning and AI-powered optimization are seeing significant improvements in marketing conversion rates through greater campaign effectiveness. Here's how to increase conversion rates using the latest technology.

Artificial intelligence (AI) tools are productivity game changers, but not every AI is suited for every type of task. Some excel at writing copy, others can generate incredible images, and some can help researchers predict the weather. Understanding different types of AI is the key to successfully implementing AI into your workflow. This article will dive into the differences between two of the most commonly used types of AI: Generative AI vs. Predictive AI.

Digital advertising has come a long way. From direct deals between brands and publishers to the extensive ecosystem that we operate in now. As did marketing campaign reporting.

Any seasoned marketer will happily tell you that retargeting is one of the best ways to engage with potential customers on the open web. The approach allows you to find and connect with people who have previously shown interest and is a powerful tool when used correctly. But how do you measure and optimize a retargeting campaign? Well, that’s where the real fun starts—we use retargeting statistics.