Advertisers have been willing to spend big bucks of digital, from social media and video to search, which is still the most essential piece of any online effort. But there is one strategic piece of the online ad arsenal that many companies are missing, and this is retargeting, through both revenue sharing and pay per click programs.
Advertisers who partner with a retargeting provider place java-script code on their websites, which sends one or more cookies to the visitor's browser. When the visitor leaves and then visits other ad-supported websites, they will see display ads with the brand's message on them. The retargeting space has been narrowly focused on e-commerce and ad network performance, and that focus is reflected in the pricing for retargeting where pay per click and revenue sharing models still dominate. These models make most sense for those advertisers with an e-commerce business, but this should not serve as a deterrent to channel sellers.