How does DV360 utilize retargeting?

DV360 enables retargeting through:

• Creating audience lists based on website visitors or app users

• Segmenting audiences by specific actions or behaviors

• Customizing ad messaging for different retargeting segments

• Setting frequency caps to avoid ad fatigue

• Implementing cross-device retargeting

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First-Party Data Retargeting

Website Visitor Retargeting

DV360 enables advertisers to create custom audiences based on users who have visited their website or specific web pages. This is typically done through:

• Floodlight tags: These conversion tracking pixels can be placed on various pages of a website to track user behavior and create retargeting lists.

• Google Analytics 360 integration: By linking GA360 with DV360, advertisers can create and target audiences based on detailed site behavior and custom segments.

Customer Match

Advertisers can upload customer lists directly into DV360 for retargeting. This feature allows targeting based on:

• Email addresses

• Phone numbers

• User IDs

Customer Match has a minimum audience size requirement of 1,000 users to maintain privacy.

YouTube Retargeting

DV360 allows the creation of separate remarketing lists for YouTube based on users' past interactions with:

• Videos

• YouTube ads

• YouTube channels

 

Activity-Based Retargeting

DV360 offers activity-based audience creation, allowing advertisers to retarget users based on their interactions with previous campaigns:

• Click-based retargeting: Target users who have clicked on your ads

• View-through retargeting: Reach users who have been exposed to your ads but haven't clicked

• Impression-based exclusion: Exclude users who have seen your ad a certain number of times

 

Advanced Retargeting Features

Recency Remarketing

Advertisers can tailor remarketing audiences based on how recently users interacted with their brand. This allows for more timely and relevant messaging to users who are still in the consideration phase.

Combined Audiences

DV360's advanced targeting allows the creation of complex retargeting segments by combining:

• First-party data

• Google audiences

• Third-party data

This enables highly refined retargeting strategies based on multiple data points.

Dynamic Retargeting

DV360 supports dynamic retargeting, which shows ads featuring specific products or services that users previously viewed on an advertiser's website. This personalized approach can significantly improve conversion rates.

 

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