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Redefining Retargeting

In: Programmatic Advertising

Author

Listed:
  • Grégory Gazagne

    (Criteo)

  • Alexander Gösswein

    (Criteo GmbH)

Abstract

We all know the volume of data is exploding and the need for marketers, publishers, and their stakeholders to manage it, has become a bigger issue than ever before. Imagine: Today, the digital data available worldwide is 4.4 zettabytes. Just to visualize: If you wanted to store this amount of data on 32Gb iPad Airs, you’d need a pile as high as two thirds of the distance to the moon. And you could save music in 4.4 zettabytes with a run-time of more than eight billion years. According to estimates by market research firm IDC and data storage manufacturer EMC, in just 7 years this is expected to grow to 40 zettabytes (IDC/EMC Corporation: The Digital Universe in 2020. http://www.emc.com/collateral/analyst-reports/idc-the-digital-universe-in-2020.pdf (2012)). With this evolution has come an enormous opportunity for display and those who know how to make data actionable. Advertisers have an increasing amount of data at their disposal that can provide real added value when properly evaluated. Same with publishers: By integrating data in a reasonable and cost-effective way, they have the opportunity to support advertisers’ campaigns; providing inventory with a higher value means: they can get better prices for that inventory.

Suggested Citation

  • Grégory Gazagne & Alexander Gösswein, 2016. "Redefining Retargeting," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 233-242, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-25023-6_19
    DOI: 10.1007/978-3-319-25023-6_19
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