Glossary
- Creative - add/banner shape and appearance
- Publisher - web site that includes adds
- Advertiser - retailer that pays (indirectly) publishers to display adds
- ROI - return on investment
- CPM - cost per a thousand impressions
- CPC - cost per click pricing model where only customers clicks on ads are Monetized
- RTB - real time bidding
- Behaviour retargeting - display adds on customers that previously visited the advertiser retail site (more receptive, chance of conversion)
- Personalized retargeting - like behaviour retarget but customizes adds to display the previously browsed items
- Email retargeting - like perso retarget but uses email instead of banner adds
- Search retargeting - display adds based on user search queries related to the advertiser business. Unlike previous techniques aims at bringing new traffic to the adversite site
Architecture
From the excellent talks given by Criteo at Devoxx (here and here) I sketched a high level diagram of what their systems might look like.
