For years now, savvy marketers have noticed the benefits of retargeting their different websites against each other. For example, if a company owns two workout supplements, a pre-workout and a recovery workout, it’s a good best practice to tag the visitors of one site and serve them an ad for the other. After all, if someone is in the market for a pre-workout, they’re clearly an athlete that’s open to taking supplements to boost performance, and there’s a good chance they’ll be in the market for a workout recovery supplement as well.
As time went on, advertisers realized there was no reason to stop at retargeting just their own web properties so they started to expand their audiences by teaming up with complimentary but non-competitive websites that could get them more scale. For example, in the case the supplement company mentioned above, they might have had success retargeting:
- A review website ranking the top 10 best workout supplements.
- A workout-tracking app where weightlifters can monitor their progress.
- A popular blog that produces content about the fastest way to recover after exercising.
Needless to say, the people visiting these types of sites are also clearly the working out type and would be a great audience to expand their retargeting program into. In fact, in some ways, targeting the recent visitors of a review website ranking the 10 best workout supplements might work even better than traditional retargeting because these people are actively vetting & in the market to make a purchase.
Facebook Takes Notice
In early 2017, Facebook realized the appetite for “cross-sell retargeting” and built a “share pixel” button in Business Manager with sophisticated functionality & permissions to more easily facilitate the process.
And while the new feature has been popular for more technical marketers, by and large, it’s been slow to catch on because unless companies own both of the sites that they’re retargeting against, the non-technical process of creating partnerships is relatively involved.
First, there’s identifying the right company to work with, and they also have to want to work with you. Then you have to get in touch with the right person at that company, negotiate a price, spin up a contract, remember the monthly invoicing, deal with pixel-unsharing after churn, and so much more. It’s a lot to manage, and typically more effort than it’s worth on the publisher side. But thanks to recent marketplace’s such as Repixel popping up, that entire process is getting a makeover. Now advertisers can easily find and request a partnership from a menu of options, and publishers can easily manage their pixel sharing relationships from directly within a web app.
How it Works
The way a marketplace like Repixel works is anyone who owns a website can post a “listing” letting advertisers know that they’re willing to accept “repixel requests” and state their price along with a quick description of their website. As an example, here’s a listing from a popular programming blog, Stack Abuse, perfect for anyone that needs their Facebook ads in front of software engineers:
On the other side of the marketplace, advertisers browse their options, and if they find a site that they like, they’ll send a request to the owner of the website along with a daily budget. If approved, through Repixel’s automated process, the website owner will start piping their visitor data into the advertiser’s Business Manager account, where the advertiser will be able to create custom audiences just as they would through their own pixel. As long as the daily budget is unspent and both sides have the campaign set to active, the pixel will remain on the page and the data will flow through.
The end result is a win-win-win. Advertisers can improve their return on ad spend by serving much more qualified ads to a very relevant audience, Facebook users see more useful ads, and website owners get a new monetization stream in exchange for adding an invisible line of code to their website.