As a buyer you have probably noticed that your highly valuable audience segments don’t get much brand messaging; at least, not through RTB. To a certain degree that is because of concerns about the quality of the inventory available through exchanges.
Retargeting is a great way way to keep the conversation going with your customers after they leave your site. People that come from paid search but do not convert on their first visit, may have a lot of value as prospective customers in the future. Keep your brand, company or services top of mind with retargeting so they are more likely to return to your site when they are ready to convert.
When RTB is partnered up with paid search, eCPAs can be significantly reduced. For example, one of our clients was committed to SEM and used it as their primary performance channel prior to working with AUDIENCEX. When they signed up with AUDIENCEX, our managed service team implemented some simple tactics that specifically targeted search activity, and the result was a 40% reduction to their eCPA.