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Retargeting is growing up and facing new challenges. That’s among the key takeaways of a new Chango/Digiday survey that asked 400 media buyers, agency executives and brand executives how they’re using the technology and measuring its success.
The best news of all for the industry: The survey found that retargeting budgets are continuing to grow and gradually becoming a larger portion of the money spent on online advertising.
The survey also found that 49 percent of brands and 68 percent of agencies are moving dollars from display into retargeting –a logical move considering that so much of retargeting is still based on display ads. Ten percent of agencies and 9 percent of brands now also have their own retargeting budgets, suggesting that retargeting has evolved from a sideshow into one of the main events.
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