ClickZ reports that 24/7 Real Media has begun targeting dynamic display ads based on keyword queries and landing page visits from search engines.
The method, dubbed "search retargeting," is the process of aggregating search data in order to serve display ads - across 24/7's Global Web Alliance network, for example, which includes 950 sites or more.
The process differs from "ad retargeting," which utilizes the data comprised of visits to an advertiser's site, as opposed to particular landing pages.
The solution is strongly recommended for retailers seeking to "make their banner advertising a little more effective," said Brian Lesser, director of product marketing.
"We see a higher click-through and conversion rate on display and banner advertising when targeted based on search."
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