Supplier Selection

Display Retargeting Buyer's Guide

By Econsultancy,


Author: Amy Rodgers, Econsultancy

Pages: 50

Structure: Market definition, data and trends; SWOT analysis; tips and pitfalls; services matrix; profiles of 15 retargeting vendors.

About this guide

The Display Retargeting Buyer's Guide is an invaluable resource for anyone who wants to build an understanding of this rapidly developing marketing, including advertisers, agencies, publishers and industry analysts. This report, which has a global focus, looks at market trends within this sector, with profiles of 15 leading vendors as well as advice for buyers looking for a retargeting services provider.

The guide also includes insight from experts within the display retargeting industry.


The report starts with an introduction to the different forms of retargeting, followed by an analysis of the market coverage in the UK and US, using data provided by competitive intelligence company Pikslme. A look at the recent trends in the industry follows, as well as an assessment of its strengths, weaknesses, opportunities and threats (SWOT).

Trends covered in this guide include:

  • Programmatic marketing accelerates growth of retargeting
  • Cookie loss and privacy concerns pose threats
  • Developments in cross-device tracking benefit retargeting vendors
  • Growth in newer forms of retargeting: mobile, search and CRM

Table of contents

  1. Introduction
    1. About Econsultancy
  2. Executive Summary
  3. The Market
    1. Market definition and introduction
      1. Site retargeting
      2. Search retargeting
      3. Email retargeting
      4. CRM retargeting
      5. Social retargeting
    2. Who is this report aimed at?
    3. Market data
    4. Market trends
      1. Programmatic marketing accelerates growth of retargeting
      2. Cookie loss and privacy concerns pose threats
      3. Developments in cross-device tracking benefit retargeting vendors
      4. Growth in newer forms of retargeting: mobile, search and CRM
        1. Mobile retargeting
        2. Search retargeting
        3. CRM retargeting
    5. Return on investment
  4. Strengths, Weaknesses, Opportunities and Threats (SWOT)
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  5. Costs and Pricing Models
  6. Tips and Pitfalls: finding the right supplier
    1. Introduction
    2. Account management
    3. Technology capabilities and flexibility
    4. Ad quality and performance
    5. Inventory and data
  7. Supplier Matrix
  8. Supplier Marketplace and Profiles
    1. AdRoll
    2. Captify
    3. Chango
    4. cloud.IQ
    5. Criteo
    6. eBay Enterprise
    7. Google
    8. myThings
    9. Perfect Audience
    10. Rakuten MediaForge
    11. ReachLocal
    12. ReTargeter
    13. Rocket Fuel Inc.
    15. Struq
  9. Appendix
    1. Notes on the Pikslme methodology
    2. Retargeter tag domains tracked

The report contains profiles of the following display retargeting vendors: AdRoll, Captify, Chango, cloud.IQ, Criteo, eBay Enterprise, Google, myThings, Perfect Audience, Rakuten MediaForge, ReachLocal, ReTargeter, Rocket Fuel,, Struq.

Who is this guide aimed at?

The guide is primarily aimed at organizations looking for a display retargeting provider or are reviewing the capabilities of their current provider. The report is also relevant to anyone interested in understanding the current state of the marketplace. The content of this guide is relevant globally. 

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Display Retargeting Buyer's Guide (1.33 MB PDF)
  • Pdf Disabled Display Retargeting Buyer's Guide (1010 KB PDF)

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