Search Retargeting Trend Accelerates , mediaForge Unveils New Platform
Tying search data into display ad retargeting, mediaFORGE has launched a search retargeting ad platform that relies on search keywords to serve up display ads across a network of publisher sites. The offering will compete with Magnetic. Within the next year, it could also compete with a new search retargeting offering from Criteo.
mediaFORGE has integrated search data to support site retargeting to supply ads when a visitor lands at a Web site, but leaves without making a purchase. An ad for products viewed on that site repeats when the consumer visits another.
Search engines are popular resources for researching new products and services, with a growing percentage of shoppers conducting research online prior to making a purchase. Keywords during searches are captured from audiences demonstrating intent for specific products or services. Shoppers receive personalized, interactive ads designed to attract them back to the retail Web site.
The company charges for ad engagement, not "post-impression, clicks or view-through," according to mediaFORGE CEO Tony Zito. He said a handful of clients have been testing the platform for about 30 days. "We are a performance-based company, so we only charge our clients when someone buys something, and we can demonstrate we influenced the purchase," he said. "We combine both site and search, then optimize on return on ad spend."
Search retargeting allows advertisers to see how each keyword performs. Since keywords drive targeting, advertisers can optimize the campaign in real-time. Attribution allows advertisers to understand how ads influence consumers. Reports are accessed through an online portal to monitor ad performance, overlap analysis and attribution.
mediaFORGE, founded in 2006 as an ad widget for social sites, moved into retargeting in 2009. The company supports about 135 clients, mostly ecommerce.