Frequently Asked Questions

1. What is targeted advertising?

Targeted advertising refers to advertising that is focused on reaching only a specific group of individuals, based on some criteria. Advertisements can be targeted based on demographic information like age or gender, contextual factors like the subject matter of the website, or behavioral data like whether someone has been to your website before.

2. What is retargeting?

Retargeting is a form of targeted advertising that allows you to serve ads only to people who have previously interacted with your brand, such as by visiting your website or opening your emails.

3. What is a retargeting pixel?

A retargeting pixel is a few lines of code and it is the foundation of retargeting technology. There are three codes required to run an effective retargeting campaign: a segment code, a conversion code, and a burn code.

A segment code allows you to tag site visitors and is usually placed in the header of your site. Without it, you won’t be able to serve ads to your bounced site visitors.

The conversion code allows you to track when retargeted users take a desired action on your site (e.g. make a purchase or submit a lead). This allows you to measure to effectiveness and ROI of your retargeting campaigns.

The burn code allows you to remove people from your retargeting pool once they’ve converted, so you don’t waste your advertising dollars on current customers.

4. What is a cookie?

A cookie is a small text file that stores information. In the context of retargeting, a cookie stores anonymous data about whether or not a user has visited a certain site, which allows advertisers to focus their ads only on people who have been to their site before.

5. Will retargeting affect my website’s load time?

No. The retargeting code is extremely simple and unobtrusive and will not affect your website’s load time or your users’ site experience.

6. Is there a minimum time commitment?

ReTargeter is a month-to-month service, and there is no minimum time commitment. We require payment up front for each month, but you can cancel at any time.

7. What is your pricing model?

ReTargeter charges on a CPM, or cost-per-thousand impressions, basis. Because we price per impression served, we determine pricing based on monthly unique visitors, or how many people come to your site in a given month. Here is an example of ReTargeter pricing: for $1000, we can serve up to 400,000 retargeted impressions, which averages to 20 impressions per user per month.

8. Which of ReTargeter’s solutions is best suited for my business?

ReTargeter offers a wide range of display advertising and retargeting solutions, and some will work better for your business than others. If you’re not sure what’s right for you, give us a call at (415) 738-0573 so we can learn more about your business and make a recommendation that is aligned with your marketing objectives.

9. How does ReTargeter protect user privacy?

ReTargeter takes user privacy very seriously. We do not collect any personally identifiable information (PII) such as names, addresses, or IP addresses–all of our targeting is done completely anonymously. To learn more about how ReTargeter protects user data, please refer to our privacy policy.

10. Which ad formats and sizes can ReTargeter serve?

We can serve the following ad sizes: 728×90, 300×250, 468×60, 120×600, 160×600, and 970×90, and ads formatted as .JPG, .PNG, .GIF or .SWF. We also accept ad tags and rich media or in-banner video ads.  For a more comprehensive list of banner ad requirements, please take a look at our ad specifications. In addition to standard web banners, we can also serve pre-and post-roll video on major video exchange networks including YouTube and BrightRoll.

11. Where will my ads appear?

We have access to over 98% of display inventory on the web. Your ads will appear on websites that are part of the major ad networks like Google’s DoubleClick, Microsoft Ad Exchange, PubMatic and dozens more. All of our sites have been vetted for quality, and we offer the ability to blacklist any sites where you don’t want your ads to appear.

12. Can I prevent my ads from being shown on certain websites?

Yes. We have a universal blacklist where your ads will never appear, comprised of sites with brand unsafe or illegal content. If you have a list of additional sites that you don’t want your ads to appear on, we can easily exclude those sites as well.

13. Can ReTargeter target specific geographic locations?

Yes. We can segment by country, region, state, demographic market area (DMA), and the ZIP code level.

14. Can ReTargeter set campaigns to only show ads during a certain time of the day?

Yes; this practice is known as dayparting. If you only want your ads to show on certain times of day or certain days of the week, please contact your account manager.

If you have any remaining questions, please send us an email at or give us a call at (415)738-0573.

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