I read that RadiumOne raised more money at a valuation rumored to be $200m. I can see that.
Retargeting is very popular and for good reason, it works. You have seen this in action, you go to a website and then the display ads seem to follow you in subsequent unrelated websites that you click on. What is happening is that the first site uses a retargeting script provided by an ad network partner and that script drops a cookie on your computer through a pixel, which then triggers the display ads to show up for, usually, 5 or 6 more impressions.
At Get Satisfaction we do not buy vanilla display ads, search keywords, or pay for placement of content. Everything we do is organic with one exception, we run a persistent retargeting campaign through Retargeter.com.
The reason I do this is that I see the results in click-to-paid conversions. Using a “burn script” in my shopping cart I connect site visitors who enter my trial account process with those who click on external display ads served by Retargeter so each month I can calculate the cost per customer acquisition on my ad spend. The stats I get for impressions, clicks, and conversions easily justifies running the campaign for another month and that is exactly what I have been doing for going on 6 months now.
I pay attention to display ads served by companies now and it’s really pretty surprising to me how many companies are, apparently, also running retargeting campaigns.