Published on: Mar 4, 2016
Transcripts - Pretargeting_Sofiane_BAIR
Retargeting is becoming obsolete, the
new way to use all data about customers
is called Pretargeting
Predictive Targeting, the
future of Online Advertising ?
Depending on the technological innovations online advertising is constantly changing. Advertisers always want to be aware
of everything about their customers or prospective customers. There’s always new ways to know customers needs… The
true revolution since the beginning of the 21st century is called Programmatic Marketing which Combines Marketing
campaigns with applications and algorithms in order to automate processes of buying, sales or Recommendation. The aim
of it is always the same, try to influence customers choices using the better way as possible, trying to know him perfectly,
and in the end, being able to predict his future choices, come to him before he thinks about us. Within this programmatic
and data area there is different ways to influence customers, the famous one is certainly retargeting, which is the most
employed way to influence people with online advertising nowadays and I will present it later.But, the future of
Programmatic Marketing is called Predictive Targeting or Pre-Targeting. The question is: What is pre-targeting ? And why it
could bring to Advertiser better results than retargeting ? These are the points I wanted to treat in this presentation.
Online Advertising, Programmatic Marketing, Predictive Tarketing, The future for
In the digital area, the Data has a paramount importance. That are the foundations of the Retargeting... Retargeting? This is
a digital advertising method which is based on your data. That is “3rd party data” (Cookies), when you show an interest for a
product in a website (simply by viewing it), your data are saved and are treated by specialized actors (retargeters, DMP) in
order to help Advertisers to refine their audience, to show you ads linked with this interest. It really gives the
opportunity to boost your prospect / buyer conversion Rate. And retargeting is not the only way which is used, here is a
little schema which shows what is employed today which is called “The wall of diminishing returns”:
Before talking about Pretarging, we should know what is Retargeting and be aware
of the other methods which are used nowadays
Here is schematically how works retargeting:
How works retargeting simply ?
But there is some issue, with this method,
the advertiser uses a little part of available
data (mostly navigation data from his
website), and it’s based on the past, and
what we want is the future.
From that Retargeting (low prices period) we are now moving to a new period of targeted buys based on “First Party Data*“
directly managed by Advertisers… the new era of Pretargeting. Now the Advertisers have views on Data, customer
profiles, potentials. Indeed, the concept is really simple; using “First Party Data” we can identify data profile of the
Advertiser customers. It’s a source of information for them, a digital ID which can be used, to find all similar customers in
its premium network (inventory, data). Those data just needs to be treated, organized to become useful.
What is Pretargeting ?
* First party data
Advertisers own a lot of “first party data” (all the
anonymous information that the advertiser retrieves
through your online registration, analytic tools… And it
concerns everything (sociologic profile, economic, likes,
interest, buys, budget…). Beyond retargeting Advertisers
should use those information which gives access to the right
They want to understand their target, their potential
customer, what they need, what will be the next trend
A simple way to understand Pretargeting:
This solution is a revolution; you have the opportunities to target all your future customers, and to dissociate them from
your current audience. In an economical view it’s an opportunity to boost sales, you will be able to target the right
persons and not only your current customers.
But, simply, how it works ?
Your overtake your competitors, because you have one lap ahead ! You are beyond traditional sales channel, you
intercept customers ahead the click. Here is a graph showing the performance of Pretargeting:
And what about the performance of Pretargeting ?
We can see that
with 8.5 % of
per click, it’s 1%
Retargeting and other methods of targeting are already an amazing way to oversize your revenue from programmatic
advertising, in order to influence customers buys by remembering them that they were looking on this or that product. But
with Pretargeting you have the power of insight; you can influence your prospective customers before they could have
thought about you. We have seen that the performances are way more important than the other methods. Savvy
Advertisers must be aware of these technical evolutions in this business where IT innovations are the only way to be
more efficient. And that is the future, the possibility to be aware of your prospective customer environment, the
possibility to influence their choices earlier as possible.
The future is definitly Pretargeting
AND AFTER PRETARGETING, WHAT WILL BE THE NEXT INNOVATION ? TO STAY
EFFICIENT, WE HAVE TO THINK ABOUT IT !
Telecom Business School
• « La vraie innovation dans le programmatique et la data, c’est le Pretargeting » from Christopher
Caussin VP Sales EMEA, Ezakus, published on 18/11/14
• «Retargeting Is Flawed; the Future Is Pretargeting » from Tom Goodwin, AdAge.com, published on
• « La « first party data » ou comment booster les performances de vos campagnes publicitaires en
2012 » from Eric- Alexis Fortier France Director, MyThings, published on 18/01/12
• « Pretargeting versus Retargeting » from, Douglas Karr, marketingtechblog, published on