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BizReport : Trends & Ideas archives : September 16, 2009

Fetchback launches bidding platform

The next step in advertising retargeting is here: a bidding system to help marketers better control retargeted advertising campaigns. The platform was launched by Fetchback this week and allows marketers to set a maximum price they wish to pay to have a retargeted ad served to a consumer. The platform then price based on performance and available ad inventory.

by Kristina Knight

"Having a Max Bid system in place is the next logical step in retargeting," said Chad Little, FetchBack CEO. "Retargeting, by nature, is performance driven. FetchBack's analytics handle the reporting function of that, but we were lacking a front end performance element. FetchBack's new bidding system gives Advertisers the ability to optimize their ads for performance, and in turn they can end up paying less for each ad."

Here is how the platform works: an advertiser first places a 'maximum price' they are willing to pay for a consumer to return to their website. The platform determines the price based on ad performance and available inventory. To further increase return traffic, a marketer simply increases the maximum bid. From start to finish, marketers can watch bids to see how the bidding system is impacting their campaigns and make adjustments to improve performance.

According to the company, one client saw a 40% decrease in retargeting costs because of the bidding system. This allowed that marketer to increase the number of retargeting impressions without increasing the overall advertising budget, a big help in the current, sluggish economy around the world.

Tags: cost per click, CPC, CPC bidding platform, Fetchback, retargeted advertising, retargeting

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