Retargeting
Targeting Advertiser Site Visitors
Limor Nadav-Greenberg| Solution Specialist
© 2010 MediaMind Technologies Inc. | All rights reserved
Agenda
▸ What is Retargeting
▸ How it works technically
▸ How to set it up
▸ Which tags to create and how
▸ Retargeting for SVP campaigns
▸ Q&A
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting
▸ Allows advertisers to target visitors of their site
▸ With specific ads
▸ That match their interest
How does this work?
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Retargeting Process
1. A user visits the advertiser's site, which has a
retargeting tag implemented on it.
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Retargeting Process
1. A user visits the advertiser's site.
2. A value is inserted into MM cookie on the user's
computer, indicating the page he visited. This
information expires after 90 days.
Tag XXX = yyy
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Retargeting Process
1. A user visits the advertiser's site.
2. A value is inserted into MM cookie on the user's
computer, indicating the page he visited.
3. The user visits other sites which the advertiser
bought media from.
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting Process
1. A user visits the advertiser's site.
2. A value is inserted into MM cookie on the user's
computer, indicating the page he visited.
3. The user visits other sites which the advertiser
bought media from.
4. The user's cookie is sent to MM from the publisher
with the request to serve an ad.
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting Process
1. A user visits the advertiser's site.
2. A value is inserted into MM cookie on the user's
computer, indicating the page he visited.
3. The user visits other sites which the advertiser
bought media from.
4. The user's cookie is sent to MM from the publisher
with the request to serve an ad.
5. MM sends back an ad that matches the user's
interests.
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting Set Up
All you need to do is:
1
Create retargeting tags
2
Implement the tags on the advertiser's pages
3
Set up the target audience
4
Match the right set of ads with the relevant audience
Easy money on returning customers
© 2010 MediaMind Technologies Inc. | All rights reserved
Typical Use Case
Great Laptops.com sells computers online. They plan to
run a campaign with MM.
The campaign’s goal is to:
▸ retarget users that visited their site, but left the site
without making a purchase.
The advertiser wants to serve those users ads with deals
on products that match their interests.
Let’s see how they can do that!
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting Tags available to all clients
2 Options
Tag with
Values
Generic tag

Provides Exist/Absent
indication.

Allows to assign different values
to the same tag.

Up to 32 tags.

Useful when multiple products
are displayed on the same page.

Can also be used to increase the
number of products the
advertiser can tag to 32x50).

Note: only the last value is
available for each tag!
© 2010 MediaMind Technologies Inc. | All rights reserved
Great Laptop’s Use Case
Option 1:

One generic tag for the purchase indication

Additional generic tags – one per product
Option 2:
Useful when the number of
products we need to track is
smaller than 32, and when each
product has its own page.

One generic tag for the purchase indication

Tag with values – one value per product
Useful when the number of
products exceeds 32, and when
multiple products are displayed
within the same page on the
advertiser’s site.
© 2010 MediaMind Technologies Inc. | All rights reserved
Let’s see how we set this up in the system
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1
Retargeting Tags Set Up
Advertiser  Tags  Retargeting
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1
Retargeting Tags Set Up
Create a new tag (assigning values – optional)
If a user does not assign
values – the tag will be
served to indicate whether or
not a user has visited a
certain page or performed a
certain action.
 Up to 32 tags
 Up to 50 values in each tag
© 2010 MediaMind Technologies Inc. | All rights reserved
1
Retargeting Tags Set Up
Create a new tag (assigning values – optional)
GreatLaptops .com created a
general tag that will be placed
on the purchase page and will
allow for knowing whether users
have completed a purchase or
not.
© 2010 MediaMind Technologies Inc. | All rights reserved
1
Retargeting Tags Set Up
Create a new tag (assigning values – optional)
GreatLaptops .com can either
create a tag per product, or
enter values in a single tag (as
illustrated here), which will
represent the different products.
Good utilization of a single tag,
but note that only the last value
of each tag is kept.
© 2010 MediaMind Technologies Inc. | All rights reserved
2
Tags implementation
Generate the code and send it to the advertiser
Note: when general tags are
used – users will no longer
have to replace the variable
with a value. The code already
contains the right value (Z).
© 2010 MediaMind Technologies Inc. | All rights reserved
2
Tags implementation
Generate the code and send it to the advertiser
// In the code below, you will find a LaptopModel’s parameter.
// The LaptopModelID parameter is to be dynamically
// set to reflect the retargeting tag "LaptopModel" value relevant to the user.
// when served, please replace the token in the tag with the actual value ID
// Set the parameter to 0 to reflect the value: [Laptop c]
// Set the parameter to 1 to reflect the value: [Laptop B]
// Set the parameter to 2 to reflect the value: [Laptop A]
When
multiple
values
// The retargeting Tags should be placed at the top of the <BODY>
section
of the HTML
page.are
Script part
var LaptopModelID ='[LaptopModelID]';
used – the user will have to
replace the parameter with
the right value for each page
(product).
No script part
<img width="1" height="1" style="border:0" src="HTTP://bs.serving-sysdev4.com/BurstingPipe/ActivityServer.bs?CN=TT&amp;TID=509&amp;AdvertiserI
D=27576&amp;TKV1=[LaptopModelID]&amp;ns=1"/>
© 2010 MediaMind Technologies Inc. | All rights reserved
2
Test the tags using Retargeting Test Page
▸ Retargeting Test Page: A page that extracts all data that is stored in
the user’s cookie, for tags and values the user was tagged with.
▸ All tags are identified.
Link to the Retargeting Test Page:
https://dev4.eyeblaster.com/Eyeblaster.ACM.Web/Advertisers/RetargetingTestPage/Retarg
etingTestPage.aspx
© 2010 MediaMind Technologies Inc. | All rights reserved
3
Target Audience Set Up
Set up Target Audience
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Important rules
▸ You can add up to 5 conditions using AND/Or rules.
▸ AND is stronger than OR, meaning that it will be done
first. You can think of it as adding parenthesis before and
after terms that have AND between them:
A and B or C = (A and B) or C.
▸ Note that you can choose to target users who were
exposed to a certain page or those that were not
exposed to this page.
© 2010 MediaMind Technologies Inc. | All rights reserved
Test Yourself…
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Use Case #1
▸ We have an advertiser (TAFE - the largest vocational
education and training provider in Australia) who are
interested in retargeting users who have been to a
certain landing page (by clicking on the ad) and at
least 1 other course page on the website, but did not
visit the sign up page for a course.
Landing Page
Course Page
Sign up Page
√
√
X
All rights reserved to Adrian Lee 
© 2010 MediaMind Technologies Inc. | All rights reserved
Test your self…
Will the following set up yield the desired results?
All rights reserved to Adrian Lee 
© 2010 MediaMind Technologies Inc. | All rights reserved
Answer
▸ No, because this is what this set up says:
(Exposed to Landing Page AND Not Exposed to Sign-up Page
AND Exposed to Course A) OR Exposed to Course B OR
Exposed to Course C OR Exposed to Course D
© 2010 MediaMind Technologies Inc. | All rights reserved
Answer
▸ The way this can be achieved is by:
• Creating a tag with values for all available courses
• Creating the following target audience (ID: 3410):
Exposed to Landing Page AND Not Exposed to Sign-up Page
AND Exposed to TAFE – Courses (here select all values from the
drop down menu)
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4
Match Ads with Audience
Assign relevant ads to each target audience
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Job is complete!
© 2010 MediaMind Technologies Inc. | All rights reserved
Q&A
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Test Yourself…
© 2010 MediaMind Technologies Inc. | All rights reserved
Test your self…
▸ If the following set up correct?
▸ No because it will never be true (the same user can
never have more than a single value stored in the
same tag in his cookie, unless this is a dynamic tag).
© 2010 MediaMind Technologies Inc. | All rights reserved
Test your self…
▸ If the following set up correct?
▸ Yes it is!
The meaning of it is that we are targeting all users that have
not completed a purchase, and also visited one of the pages
which display Laptop A, B or C.
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 2
▸ An agency is interested to control overlap delivery
between different publishers within the same
campaign and control the media cost spend. The set
up goal is to deliver default image to users who were
already exposed to the rich ad from the same
campaign via different publisher.
How can this be achieved?
All rights reserved to Inna Drobinsky 
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 2
Solution:
1. Create a generic tag
2. Place the tag in the Agency 3rd party tracking of the
master ad
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Use Case # 2
Note: When using a retargeting tag as 3rd party tracking URL you
have to make the following amendments:
1. Copy into the 3rd party URL the part which starts with: http://...
2. Replace the parameter with the right value (either Z if this is a
generic tag or a specific value if you used values in this tag). For
example: replace ' +SeenAdID+ ' with: 1
3. Remove the amp; string from all places
4. Replace the last part which comes after TKV0=1&rnd= with
[%random%]
5. Use lower case font for the text in the URL.
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 2
For example:
Original code:
<script type="text/javascript">
var SeenAdID ='[SeenAdID]';
var ebRand = Math.random()+ ' ';
ebRand = ebRand * 1000000;
//<![CDATA[
document.write('<scr'+'ipt src="HTTP://bs.servingsys.com/BurstingPipe/ActivityServer.bs?CN=TT&amp;TID=12345&amp;AdvertiserID=54321&amp;TKV0='
+SeenAdID+ '&amp;rnd=' + ebRand + '"></scr' + 'ipt>');//]]>
</script>
<noscript>
<img width="1" height="1" style="border:0" src="HTTP://bs.servingsys.com/BurstingPipe/ActivityServer.bs?CN=TT&amp;TID=12345&amp;AdvertiserID=54321&amp;TKV0=[See
nAdID]&amp;ns=1"/>
</noscript>
The URL which should be placed in the 3rd party tracking:
http://bs.servingsys.com/BurstingPipe/ActivityServer.bs?CN=TT&TID=12345&AdvertiserID=54321&TKV0=1&rnd=[%random%]
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 2
1. Create a generic tag
2. Place the tag in the Agency 3rd party tracking of the
master rich ad
3. Create a target audience which targets users that
were tagged and use this target audience in a
delivery group which serves the default ad.
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 3
In another case, the advertiser wanted to target users in
the following way:
▸
▸
▸
▸
▸
▸
▸
If a user saw ad A and clicked it – continue to show ad A
If a user saw ad A and did not click it – show ad B
If a user saw ad B and clicked it – continue to show ad B
If a user saw ad B and did not click it – show ad C
If a user saw ad C and clicked it – continue to show ad C
If a user saw ad C and did not click it – show ad A
Users that did not see any ad yet, should randomly see ads A,
B or C.
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 3
Solution (see campaign 165616):
Retargeting Tags setup
▸ 2 tags with values:
Tag 1: Seen ad. Values: A, B, C
Tag 2: Clicked ad. Values: A, B, C
Target Audience set up
▸ Set up 3 target audience, 1 per creative concept:
▸ TA: Exposed to Seen ad A & Exposed to Clicked ad A or Exposed to Seen ad
C & Not Exposed to Clicked ad C
Delivery Group set up
▸ For each placement, there will be 3 targeted DGs (1 per each TA) and 1
Default DG.
▸ Default DG will include all 3 ads (even distribution)
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Use Case # 3
▸ Seen ad tag will be placed in the ads' 3rd party Impression Tracking URL.
▸ The Clicked ad tag will be placed in the 3rd party Click Tracking URL.
▸ Note that the values in eah tag should be set according to the ad on which
the tags are implemented.
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Use Case # 3
Set up the target audiences.
Below is an example for the taregt audience that should be used in
the DG which contains ad A.
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Test yourself…
▸ What is wrong about the following implementation?
▸ Answer:
The Parameter [HasSeenAdA] was not replaced with a
value. (When implementaing a tag with values – we need to remember
to replace the parameter with the right value each time).
© 2010 MediaMind Technologies Inc. | All rights reserved
SVP Campaigns
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Retargeting Tags available to SVP clients
Available to all
Tag with
Values
Generic tag

Provides Exist/Absent
indication.

Up to 32 tags.
SVP Only


Allows to assign different
values to the same tag
(increase the number of
products we can tag to
32x50).
But only the last value is
available for each tag!
Dynamic tag

Allows to use a single tag and
place it on all pages.

Dynamic – can get any value
from the advertiser (no need
to define them in advance)

Stores up to 10 values per tag

Available to SVP clients only.
© 2010 MediaMind Technologies Inc. | All rights reserved
Dynamic Tags Set Up
 Can be used in SVP in conjunction with regular tags (through
defining target audiences that are based on Retargeting
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Use Case # 4
▸ A big retailer (with thousands of products) wants to
retarget users that added products to their cart, but
did not complete a purchase, with ads that display
the products they were looking for using a Catalog ad.
How can this be implemented?
© 2010 MediaMind Technologies Inc. | All rights reserved
Use Case # 4
Solution:
 Use a Dynamic tag that will save in the user's cookie
the products the user added to his cart
 Use a generic tag which will tell us whether a
purchase has been made or not
 Use a Catalog ad which will display to the user the
last products that were stored in his cookie
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Q&A
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Thank You!
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