• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

Perfect Audience Launches Peer-To-Peer Retargeting: Directly Target Other Sites’ Visitors

What if you could “retarget” the audiences of specific websites that likely have similar visitor profiles as yours? The self-serve retargeting platform, Perfect Audience, has begun testing this concept with roughly 100 of its customers. The company’s new service, Perfect Audience Connect, offers gives advertisers a way to connect with other companies they are familiar […]

Ginny Marvin on May 13, 2014 at 12:29 pm
  • More
Perfect Audience Connect Partner Retargeting

What if you could “retarget” the audiences of specific websites that likely have similar visitor profiles as yours? The self-serve retargeting platform, Perfect Audience, has begun testing this concept with roughly 100 of its customers.

The company’s new service, Perfect Audience Connect, offers gives advertisers a way to connect with other companies they are familiar with and share retargeting audiences with one another — all in a way that doesn’t drive up  bids.

Like a social network, each advertiser on Perfect Audience now has its own profile page on the portal showing information about the company, site traffic, the types of visitors they want to reach and the number of Connect partners it already has. A Potential Partner list shows companies that have cookie pools that overlap with the company’s own audience.

From within Connect, companies can send requests directly to contacts at companies they already know, or they can tap their LinkedIn networks to make connections. If a request is accepted, both companies can then “retarget” the other’s visitors. Campaigns can be launched at the partner level, and a dashboard provides performance reporting by partner as well.

Brad Flora, Perfect Audience CEO and co-founder, said the idea came after talking with customers who were already doing retargeting and were looking for more opportunities to reach new, high intent audiences. The piece that took the team the longest to develop was BidGuard, a bidding technology they built to keep the bidding between partners and the retargeting list owner non-competitive. The technology gives the bid to the primary cookie holder and eliminates a bidding war between the original list owner and its partners.

“We’re using Perfect Audience Connect because it’s very difficult to reach our target audience, developers, without paying a fortune.  By teaming up with other developer-focused companies on Perfect Audience we’re acquiring leads at a fraction of the cost of AdWords in a repeatable fashion,” says John Sheehan of Runscope, a company that helps developers debug and test their APIs.

While targeting other audiences is more expensive than retargeting to their own lists, Flora says customers so far are finding it 40 to 60 percent more efficient than traditional prospecting. Another use case they’ve seen for Connect is parent companies using the service to advertise across their own sites.

Flora says the team is working on adding more networks beyond Facebook to the program and sees Connect as an opportunity to become “a switchboard for audiences” that can be targeted across multiple channels.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Display AdvertisingRetargeting & Remarketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

Available On-Demand: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $199

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.