Study: Retargeting Advertisers Looking for More Transparency

Study: Retargeting Advertisers Looking for More Transparency
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Marin Software, provider of a cross-channel performance advertising platform for advertisers and agencies, has announced results from a survey of enterprise digital marketers on retargeting trends.

Despite the effectiveness of retargeting, advertisers are concerned with a lack of transparency in the medium.  Of the 233 respondents, more than one third are unsure if ads are viewed, are leery of click fraud, and are concerned with “black box” campaign optimisation.

For the report, Marin Software surveyed digital marketers of leading brands and agencies. More than 50% of respondents maintain advertising budgets of more than $250,000 per month. The survey did not include customers of Perfect Audience, a retargeting platform recently acquired by Marin.

Despite the effectiveness of retargeting, advertisers are concerned with a lack of transparency in the medium.  Of the 233 respondents, more than one third are unsure if ads are viewed, are leery of click fraud, and are concerned with “black box” campaign optimisation.

For the report, Marin Software surveyed digital marketers of leading brands and agencies. More than 50% of respondents maintain advertising budgets of more than $250,000 per month. The survey did not include customers of Perfect Audience, a retargeting platform recently acquired by Marin.

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