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BizReport : Advertising archives : February 11, 2011

Fetchback, Pepperjam, e-Dialog integrate for increased reach, conversions

Ad retargeter Fetchback is integrating with Pepperjam and e-Dialog to give advertisers more bang for their ad buck. Through the partnership clients using both Pepperjam and Fetchback will be able to track conversions from both companies, giving advertisers a better idea of what is driving traffic and conversions for maximized campaign ROI.

by Kristina Knight

Pepperjam is a leader in performance marketing. Meanwhile the e-Dialog integration gives brands the ability to incorporate retargeted email to campaigns.

"We see this technology integration as a huge leap forward for marketers. Most enterprises have embraced retargeting alongside their other campaigns after understanding the ROI potential, and they are eager to fine-tune and enhance their campaigns in any way possible," said Chad Little, Fetchback President. "We expect that our comparative analytics with Pepperjam will change the way advertisers plan and budget affiliate marketing campaigns based on the depth of information now available."

"By integrating retargeting inside email marketing, we make it easy for customers to understand how to use these two tactics together for more optimal results," said John Rizzi, CEO of e-Dialog. "We anticipate our clients will benefit from online marketing programs that are more efficient and easier to deploy and manage."

One of the biggest challenges for brands in the retargeting space is education about what retargeting actually does. According to Little, once advertisers began seeing the increase in conversions or increases in per-consumer spending, the conversion to retargeted campaigns began to improve.

"I'm surprised that the education rate, especially in mid- and lower-tiered markets, is taking so long. For bigger brands, both Internet and offline, ther has been a quicker utilization of retargeting technologies," said Little. "As the market has matured it has become clear that advertisers need a more singular solution to their ads, especially in retargeting."

The integrations with Pepperjam and e-Dialog may give brands the kind of analytics they didn't know they'd been missing. By integrating retargeted ads in both the performance and e-mail spaces, in addition to display ads, brands have a great chance to engage in-market consumers.

Tags: ad metrics, ad units, online advertising, targeted advertising email marketing

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