Companies continue to dig deeper into social platforms, even those developing behavioral targeting platforms. The accuracy with which these tools now serve up ads continues to become a bit creepy. It reminds me of the last time I logged onto Google Street View to check out my house and saw neighbors outside in mid-step walking down the sidewalk and kids riding their tricycles across the driveway.
ReTargeter, with roots in core behavioral remarketing technology, launched a platform this week designed to help brands target online advocates across social media sites. The tool -- ReTargeter Social -- combines three social media retargeting products: RTInfluencer, RTDiscover, and RTInteractive
The platform retargets social influencers and their friends based on an algorithm. It replaces static ads with interactive, such as videos, polls, customer forms, and real-time feeds from a blog, Twitter, or Facebook account. Through RTInfluencer, ReTargeter CEO Arjun Dev Arora estimates a 50% increase in conversion rates, compared with general retargeting tools.
RTInfluencer identifies when social media users copy and paste content or share a link. Knowing and serving ads to the influencers sharing content leads to increase in conversion rate.
Behavioral targeting platforms will change, similar to the way demand-side platforms and search engine marketing platforms have transformed, integrating multiple functions and systems to make a complete platform. "Our core product, RTCore, is the traditional solution, but these new solutions take that model and modify it," Dev Arora said. "These new product let consumer engage more with the ad unit."
ReTargeter has access to serve up about a billion impressions daily across ad networks, exchanges and publishers, such as Google's DoubleClick, Yahoo's Right Media, Rubicon, Fox, and others. When display advertising and social media converge, ReTargeter found some advertisers manage to increase the value of their conversions by up more than 300%.
The ability to pull in a YouTube channel or a Twitter feed into an ad unit that targets consumers based on behavior will change future targeting techniques. The company has tested the platform with brands such as DKNY, according to Dev Arora.