San Mateo, Calif.-based MyBuys introduced its new “Long-term Targeting” offering for personalized display advertising on June 5 at the Internet Retailer Conference & Expo in Chicago, said Robert Cell, CEO of MyBuys.
MyBuys already employs long-term customer engagement with its email marketing. Long-term Targeting will bring this capability to display advertising, Cell said. Instead of “forgetting” what a customer has done on an e-commerce site, the new service is designed to continue to put ads in front of customers for months, if not years, after their initial visit, he said. MyBuys introduced its personalized email marketing service in February.
Long-term Targeting provides research on an e-commerce site’s inventory, meaning that display advertising can be based on whatever a store is selling at a given time, Cell said. “We can be really smart about targeting on behalf of clients because we know their merchandise,” he said. “It’s personal to the consumer.”
This is designed in such a way that if a customer visited an e-commerce site looking for swimsuits, Cell said, the company could remember them and show them winter coats in display ads six months later.
“It’s really every click of a consumer on a retailers’ site,” Cell said of the information Long-term Targeting gathers and uses to market to consumers. “Remembering their brands, their prices, their sizes for clicks, carts and conversions. We build deep profile on all of the preferences customers like.”
Long-term Targeting will become available at the end of June, Cell said. No MyBuys customers are currently using the service, he said.
Above: Robert Cell, CEO of MyBuys
