Marin, Criteo Launch Retargeting Ad Platform

Matt-Lawson

Marin Software, an online ad management tool provider, plans to launch an ad retargeting platform Tuesday in beta with a handful of clients. Supported by Criteo, it combines workflow, analysis and optimization tools aimed at helping advertisers and agencies add retargeting to their online media strategy.  

Although Marin's roots began in paid search, the company has expanded into managing campaigns in display and social. The benefits from increased visibility across a variety of advertising media provide better budgeting for improved attribution management and higher ROIs.

Having the ability to assign correct attribution to a specific click becomes increasingly important, especially as more advertisers combine online and offline media, from search to social, mobile to OOH.

Cross-platform advertising has led to a proliferation of data silos and proprietary systems that ultimately cause waste and missed opportunities for marketers. Marin Retargeting will integrate with Criteo, giving clients from both companies a unified platform from which to manage campaigns.

Criteo will support retargeting by dropping a cookie in the browser of the Web site visitor, then wait for it to reappear on the radar of an ad network serving up the ads. Advertisers report on the performance of the ads within Marin's platform.

The combined platforms that make up Marin Retargeting monitor both search and display campaigns, so it can attribute and weigh the clicks to conversion as the consumer makes choices. Then the platform calculates the bid with help from a proprietary algorithm, says Matt Lawson, Marin vice president of marketing.

Criteo sends through the back end to Marin's system cost, impressions and view data. Marin measures the conversions and builds the reports. As Marin's bidding algorithm changes, it pushes the bid back to Criteo to apply against the campaign.

Advertisers getting started with retargeting will find that adding tags to the Web site represents another pixel on the page. With the joint solution, marketers can use one tag for search and retargeting to streamline deployment and minimize ongoing tag maintenance.

2 comments about "Marin, Criteo Launch Retargeting Ad Platform".
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  1. Josh Steinitz from NileGuide.com, March 9, 2011 at 12:45 p.m.

    who's the guy in the photo?

  2. Josh Shatkin-margolis from Magnetic, March 14, 2011 at 10:39 a.m.

    The partnership between these two companies shows the growth of retargeting.

    Site retargeting has proven to work well over the last few years and has become a key indicator that reaching users, which whom have shown interest in a brand (i.e. visited a site) helps drive performance. Another strategy to consider is how to drive additional customer acquisition. Search re-targeting enables brands to show ads to users that have searched, but never clicked on one of the ads Marin placed on the search engine. There’s a great segment of potential customers being lost by limiting the retargeting efforts to those that have already visited your site. Magnetic is focused on solving this problem by leveraging search data to find potential customers that may have searched for your product or service, but not visited your site.

    We're encouraged by the continued adoption of retargeting within the industry and the accelerated press coverage around the offering! Thanks, Laurie!!

    Josh

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