Letter From Britain: Secrets of the Ads That ‘Stalk’ You | Epicenter�| Wired.com: "The added dimension of personalization allows the advertiser to create banners dynamically in real time, optimizing the placement, content and products depending on that individual’s journey — potentially creating a completely different ad every time. This helps improve the advertiser’s clickthrough rate. Michael Steckler, Criteo’s U.K. Managing Director, told Wired in an interview: “Our clickthrough rates are 400-600 percent higher than standard banner ads.”
He added that their ads not only increase clickthrough rates, but also increase conversion rates — where people actually buy the item in the ad. “Most retailers convert 2-10 percent of all of their traffic, but this is usually more like 2-5 percent. In very successful campaigns we have doubled conversion rates.”"
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