Delivering enough volume on retargeting campaigns is a common issue across tech partners. While TruSignal has data on 220 million American adults, reach rates with each platform can vary between 30% and 70%, according to Pete LaFond, TruSignal’s VP of marketing.
Plus, ShopStyle doesn’t want its ads just anywhere.
“You would think that the web has unlimited inventory, but there is limited quality inventory,” Simon said.
Overall, that’s a positive sign as the industry rallies around quality issues like nonhuman traffic and viewability, but it also affects volume and pricing.
Simon also analyzes whether adding one retargeting vendor affects the performance of the rest of the companies in the mix. He’s found that adding more companies usually increases performance.
“We have done some analysis for when [retargeting vendors] overlap, and those seem to be better-performing segments,” Simon said. “The overlapped segment is getting more ads, and that positively influences behavior.”
ShopStyle is more motivated than ever to invest in its retargeting strategy. It plans to add checkout capabilities to its site soon, Simon said. Instead of being redirected to a retailer’s site to complete checkout, it will enable buying on its site or on a blogger partner’s site for faster transactions.
When it moves to that model, ShopStyle will continue – and potentially intensify – its retargeting of online shoppers, which is why the company is testing its way ahead now.