Retargeting, also known as remarketing, is a way to recapture the interest of bounced traffic after visiting and leaving your page without converting. It is one of the most powerful online advertising techniques as only 2% of web traffic converts after a first visit.


The concept of retargeting is, as a matter of fact, very simple and yet very efficient :

In order to show your ads to people who have visited your website or app, a cookie-based tag is necessary to mark your audience and follow them through the web on different ad formats (Native/ Banner advertising)  

Here’s how it works: a small piece of code (sometimes called pixel) is placed on your website. Every time a new visitor comes to your site or app, the code inputs an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

The code is unnoticeable to your site visitors and won’t affect your site’s performance.

How can you enable retargeting on A4G DSP ?

First of all, you’ll need to create an audience list as A4G DSP permits the possibility to create different audience lists.

To do that, go to « Audience Lists » under the « Campaigns » menu.

On the new window, click on «Create Audience »

Name your list something like «Shoppers list » and hit «Create »

After that, turn your audience list « ON »

Now you can go to one of your campaigns’ edit view or create a new one and turn « Enable Retargeting » ON

From the two new buttons, select « Audience Targeting »

 On the new window, select your audience list from either the Basic or Advanced targeting mode and hit « Target » and then « Submit ». Your campaign accepts now retargeted impressions

You can check the stats of your audience list from the audience lists menu.


Let’s assume you have an audience list for « Gamers » and you wish to run a Forex campaign. Statistically, these audiences have different interests and will rarely convert on both campaigns.

A quick way to optimize your campaign is to exclude your « Gamers » audience list.

  • On the « Advanced targeting mode », you can refine your targeting in case you have multiple audience lists. This is done by adding a group of audience lists and choosing either « AND » or « OR » depending on your audience.
  • Quick example : Gamers AND Athletes OR Shoppers will only target the group of gamers with interest in athletism  and the whole group of shoppers

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