Get the most important digital marketing news each day.
Triggit Expands Dynamic Retargeting Beyond Facebook To Native Ads Across The Web
Facebook retargeting provider, Triggit, is branching out to give advertisers more scale and reach for the dynamic retargeting campaigns that have proven so effective on Facebook. Triggit is partnering with premium publishers to bring dynamic retargeting to news feed-style ad formats across the web.
Triggit declined to name specific partners already lined up for the beta, but says it is working with several large publishers as well as ad exchanges and that alfa testers included Internet Retailer 500 and global travel clients.
The new capability also opens the door to native ad inventory for dynamic retargeting on mobile devices. Facebook has so far declined to make news feed inventory available on mobile through Facebook Exchange (FBX).
As far as technical requirements for advertisers, Mike Winters, VP of Product, says they mirror what’s already in place for Facebook, despite the fact that native units vary from publisher to publisher. “Since we’re already running dynamic native retargeting on Facebook, the technical integration and campaign management will be identical to the advertiser, now giving them access to premium publisher news feeds across the web without any extra effort involved,” explained Winters.
Triggit account teams handle technical integration, ad creation and campaign optimization.
Native ads, designed to look similar to the editorial content that surrounds them, are seen by many as publishers’ best answer to weakening banner ad performance. “Banner blindness is real. We’re conditioned to ignore anything that isn’t a part of a site’s content. It was incredibly apparent we were on to something with native retargeting when we started with FBX News Feed ads.,” said Triggit CEO Zach Coelius in a statement.
The beta is now open to testing partners. Those interested can contact Triggit for consideration.