So what about retargeting? All these ads that I see after visiting a retail website, reminding me to go back and complete the purchase. Retargeting is a huge part of the eCommerce/Retail online marketing best practices, simply because it works. It provides a valuable service for both the merchants and consumers.
The simple answer: we just don’t know. The only way we currently see retargeting continue to work is within the addressable traffic, which means only for users who left their email and provided full consent Walled gardens will probably still be able to do it on their own users, on their owned and operated sites (YouTube.com for example)
But what about the open web?Retargeting ads contribute a significant revenue stream, at relatively high prices. The first impression on a publisher a minute after you looked at a hotel on Booking.com is very lucrative because it has the highest chance of getting you back to complete the booking. This is probably the single biggest revenue hit expected to independent publishers, and nobody is really talking about it.
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