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Acknowledgments xi 1 Why We re Writing This Book 1 2 The Evolution of Display Advertising 11 3 Getting Started: Who Should Use Retargeting and for What 21 4 Smart Targeting: Reach the Right People at the Right Time 39 5 Taking Your Retargeting to the Next Level: Optimization Strategies that Work 51 6 Creative Best Practices 61 7 Advanced Retargeting Strategies 77 8 Introduction to Measurement and Attribution 93 9 Business Model Evolution 105 10 Retargeting Meets Social Media: The Facebook Exchange 113 11 Mobile Retargeting: Opportunities and Challenges 127 12 Aligning your E-mail and Retargeting Strategies 141 13 Privacy Matters: Providing Transparency and Control 149 14 Conclusion: A Look to the Future 157 Glossary 163 Index 165
ADAM BERKE (@adamberke) is an online advertising industry expert and President of AdRoll. He is part of AdRolls founding team and is passionate about performance, advertising, and marketing analytics. Adam is a guest author for ClickZ and AdExchanger, as well as a frequent speaker at industry events such as SES, SMX, OMMA, South by Southwest and ad:tech. Prior to AdRoll, Adam helped to launch the CPL network at Aptimus, a publicly-traded ad network acquired by the Apollo Group. Outside of work, Adam is an avid surfer, kiteboarder, and barefoot runner. He lives in San Francisco. GREGORY FULTON (@gregfulton) creates cutting-edge display products that are simple, scalable and effective as AdRolls Head of Product. During AdRolls earlier days, Greg was tasked with building an advertising operations department able to service thousands of advertisers. In doing so, he gained intimate knowledge about what truly successful retargeting campaigns can do for clients. Prior to AdRoll, Greg managed marketing communications at TechTribe, a career networking portal. Greg lives in San Francisco and has three passions outside of online advertising: surfing, mountain biking, and skiing. LAUREN VACCARELLO (@laurenv) is a digital marketing thought leader, author, and AdRolls Vice President of Marketing. Well-versed in running both online and offline marketing campaigns, Lauren also coauthored the highly-regarded book Complete B2B Online Marketing . Prior to AdRoll, Lauren led online marketing at Salesforce, the market and technology leader in enterprise cloud computing. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. She lives in San Francisco and enjoys boxing, pilates, and swordfighting.