• by Gavin O'Malley , Staff Writer, February 26, 2009

The number one issue that anyone in the retargeting field needs to address is scale, according to Alan Chapell, president of Chapell & Associates, who’s presently heading up a panel on that exact topic.

Admits Matthew Greene, founder, Blue Ribbon Digital, “Retargeting becomes more of a dicey issue,” when attempting to scale.

“The advent of the ad exchanges makes it very easy,” said John Nardone, CEO, [x+1]. “You can really retarget anyone across the network -- it’s about how much you’re willing to pay.”

Not so fast, said Ben Winkler, VP/Director of Interactive Media, Ingenuity Media. “We haven’t found that that works.”