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The 2 to 3% conversion rate for e-commerce sites is bad news for retailers. The truth is that big brands are now turning to retargeting as a strategy to combat this low conversion rate. Retargeting works by displaying banners to users containing products they have previously viewed on different webpages, such as the exact product they have searched. Besides the fact that this is not the only solution, as it is well possible to find potential clues through applying multi-touch data in tools like Marketing Cloud Intelligence, businesses are getting creatives. Criteo is a business that specializes in dynamic retargeting. They founded in France in 2005. Static retargeting was the most popular solution and consisted of targeting people who had previously visited the same website with the same ad. Criteo has developed capabilities to choose 1) the more interesting customers to target, 2) the best time to do so, and 3) generate the most appealing ad. Criteo is the leader of dynamic retargeting. Static retargeting was the main solution until Criteo came with its innovative technology. Rather than targeting people who have previously visited the same website with the same ad, Criteo has developed capabilities to choose 1) the more interesting customers to target, 2) the best time to do so, and 3) generate the most appealing ad. Criteo helps online retailers and brands. It does this by giving them access to the most efficient advertising available and it’s customized to what every single user wants. The company helps its customers not only by increasing the return on investments for advertising but also by engaging with users on ads. Criteo display ads started as a pay-per-click bidding platform but now offers much more diverse and complex pricing structures. As of late, Criteo has been doing everything they can to make sure they are not left out. One of their biggest fears is being excluded from major platforms. This fear stems from both Google and Apple announced that they would be decreasing and blocking third parties’ cookies on their browsers to prevent intrusive advertising. Criteo’s shares have plummeted with this news, but it has not affected them too much.
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