Redefining Retargeting

Grégory Gazagne () and Alexander Gösswein ()
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Grégory Gazagne: Criteo
Alexander Gösswein: Criteo GmbH

A chapter in Programmatic Advertising, 2016, pp 233-242 from Springer

Abstract: 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.

Keywords: Performance Marketing; Enormous Opportunity; Attribution Model; Digital Universe; Browsing Activity (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_19

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