The use of retargeting hasn't hit critical mass but it is definitely here to stay.
YesMail Interactive, a provider of email marketing services for the enterprise, has partnered with first-party ad targeting and measurement outfit Trueffect. The arrangement will enable marketers to utilize data from their email program to optimize the performance and reach of display ads by targeting prospects who have engaged with their brand messaging (their emails), allowing marketers to develop behavior-based, multichannel campaigns and more accurately measure the effectiveness of these ads by leveraging what they know about their customers to target the right ad to the right person and improve overall performance.
"The amount of micro-segmentation taking place in the email industry is extremely valuable and it seems only natural to extend this success to additional marketing channels," said Finn Faldi, president and CEO of Trueffect. "The combination of Yesmail's email marketing platform with our First-Party media advertising will enable Yesmail clients to capitalize on this data to further leverage their email segments for serving new customers and delivering higher engagement."
