*The Next Step In Tailored Advertising: ‘Remarketing’

A new feature, called ‘Remarketing‘ allows website owners to mark users who have visited their site (A) and later identify these users when surfing on third party sites (B), displaying ads to these users, which match the users’ behaviour while surfing on the original site (A).For more information (in German) please see the Online-Marketing-Forum.

Example:As online shoppers look for new running shoes, they visit a popular online store, FastSneakers.com, to browse the different styles. However, many users may leave [Fastsneakers site] without buying anything. FastSneakers.com could add these users to a “Site Visitor” list. This will enable FastSneakers.com to reach out to these potential buyers, as they browse other websites [e.g. a newspaper site], with a compelling call-to-action or offer that will encourage them to return to the website to complete a purchase.

How does this work:A small piece of code (remarketing tag) is embedded on your homepage, for example. This code tells AdWords to save visitors to your ‘Homepage List’. As people visit your homepage, their cookie is added to the remarketing list. Then, you can create an AdWords campaign that targets messages only to people who are on this list as these people browse the Web. Your remarketing messages won’t be shown to people who aren’t on the ‘Homepage List.’

graphical explanation by the Online Marketing Forum

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Cutting a long story short; another cookie, one more sophisticated tailored advertising feature, one more thing to wonder and -maybe- worry about. So where, is this tailored-advertising-blocking-plugin Google has promised us?

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