The Effectiveness Of Slightly Creepy Retargeting

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“…Lost in the dangling conversation
And the superficial sighs,
Are the borders of our lives.”  Paul Simon

Recently, my extremely smart colleague Susan Waldes did an interview with Jessica on this blog and Susan made the following statement:

“Great remarketing ads are smart about providing gentle and compelling reminders while being mindful not to overdo the ‘creepy’ factor and make users feel they are being stalked.”

Is Susan right?  Absolutely.  However, when everyone follows best practices, an opportunity exists for people to get extra notice by bending or “slightly breaking” the rules.  I would fully agree that it’s extremely annoying for a person to see the same creative from the same advertiser over and over again for 30 days just because the advertisers doesn’t use impression caps and bids too aggressively.

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