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Welcome to the latest installment of our “remarketing on a fragmented internet” blog series.
So far we’ve touched on the three main remarketing challenges ecommerce advertisers face on a fragmented internet: cross-channel orchestration, transparency and incremental lift. We’ve also discussed two strategies for dealing with these challenges: channel isolation and outsourcing.
This post addresses a third strategy: In-house advertising.
Brands that grow weary of the technology tax that comes with outsourcing often take their advertising in-house. They start by running a series of internally-managed incrementality lift tests to validate whether in-house remarketing is a profitable investment.
The benefits of in-house remarketing start to show up in the test results:
With this data at their in-house fingertips, marketing teams can start targeting high lift users who will generate net-new revenue, and stop wasting budget on users who would have purchased regardless of seeing an ad.
In-house remarketing is not without drawbacks though. It can be expensive to run, as the costs of building your own technology stack and/or licensing software on a SaaS (Software as a Service) basis can add up.