The following document provides insight into the process of Retargeting as it pertains to Remerge. In case of any questions, please reach out to your Remerge Account Manager.
Please note: The below-depicted process applies to Android/iOS devices with TRACKABLE IDs ONLY (SKAdNetwork-based attribution is NOT suitable for retargeting campaigns, as attribution data is reported without a device ID).
Retargeting Process
1. Mobile Measurement Partner Integration
The Advertiser selects a Mobile Measurement Partner from the below list of options and integrates their Software Development Kit (SDK) within the App in question.
- Adjust Android/iOS
- AppsFlyer
- Branch
- IGAWorks: Adbrix Original
- IGAWorks: Adbrix Remaster
- Kochava
- Singular
2. In-App Event Forwarding
The Advertiser enables In-App Event data stream forwarding to Remerge through the previously integrated Mobile Measurement Partner platform.
- Adjust Event Forwarding
- AppsFlyer Event Forwarding
- Branch Event Forwarding
- IGAWorks: Adbrix Original Event Forwarding
- IGAWorks: Adbrix Remaster Event Forwarding
- Kochava Event Forwarding
- mParticle Event Forwarding
- Singular Event Forwarding
Alternatively, the Advertiser may provide Remerge with said data via our Event Tracking API.
Any in-App action on behalf of the user (e.g., App open or purchase) is forwarded to Remerge in REAL-TIME.
3. User Profile Formation
Remerge utilizes the most recent events (e.g., the last purchase event) from the incoming data stream to build unique App user profiles.
4. Rule-Based Segmentation
We apply an advanced REAL-TIME RULE-BASED technology to assign said profiles to particular segments (e.g., users who have completed a purchase in the last two weeks), thus promoting precise targeting/retargeting.
5. Campaign Creation
Our experts construct the optimal campaign per user segment (e.g., a campaign targeting previous purchasers). Said campaign meets the strategic goals previously discussed and agreed upon with your Remerge Account Manager.
6. User Identification
We aim to locate the segmented user device IDs (e.g., previous purchasers) within the mobile App space.
Remerge collaborates with a wide range of Publishers who have integrated the Software Development Kit (SDK) of their preferred Supply-Side Platforms (SSP). Each (Publisher) App-open activates the integrated SDK of said SSP, which detects the user in question. To that end, the SSP is now also aware of an available Ad Space.
7. Real-Time Bidding
The SSP (representing the Publisher) and DSP (representing the Advertiser) participate in an auction over an Ad Space that occurs within milliseconds. The parties interact via the OpenReal-Time-Bidding (OpenRTB) protocol, summarized in the below steps.
8. Bid Request
The SSP notifies the DSP (Remerge) of an Ad Space opportunity in a Publisher's App for a potential promotion of the Advertiser's App to the particular user.
9. Bid Request Assessment
The DSP (Remerge) implements an internal filtering process to determine the compatibility of the incoming Bid Request, which MUST meet the following criteria:
- The Bid Request contains a TRACKABLE device ID.
- The device ID is part of a segment of an ACTIVE Remerge campaign.
- A sufficient campaign BUDGET is available.
- An Ad is in a particular SIZE.
10. Bid Response
Upon meeting the above specification, the DSP (Remerge) notifies the SSP of its interest in the Ad Space by responding with the optimal Ad and its respective tracking link URLs (e.g., click URL for the user and other OpenRTB tracking URLs).
11. Bid Fulfillment
The SSP will render the Remerge Ad upon the following conditions:
12. Ad Display
The Publisher's App displays the Ad that promotes the Advertiser's App and encourages taking action on the said App.
13. User Click
The App user views and subsequently clicks on the displayed Ad.
14. User Deep Linking
The Ad click activates a Deep Link that leads the retargeted user to the exact landing page within the Advertiser's App.
Please note: The precision of this step is ONLY achievable by ensuring the implementation of the Mobile Measurement Partner's deep linking functionality.
15. Engagement Tracking & Value Assessment
The Ad click also activates the following course of events:
- Transfer of the click-specific information to the Advertiser via the Mobile Measurement Partner's tracking URL link.
- Remerge counts the FIRST post-click in-App event as a Re-Engagement.
- Remerge monitors any subsequent actions on behalf of the App user.
- Remerge monitors the in-App SPEND of the user, following their exposure to the Remerge Ad.
- The monitoring process takes place for the duration of the previously agreed-upon attribution windows.
Please note: Participation in the above process is pending the completion of the action points mentioned in our Go-Live Fundamentals documentation.