Digital Marketing
Top 5 Ad Serving & Retargeting Platforms Of 2024
By TechDogs Editorial Team
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Overview
The 2005-released rom-com Hitch revolved around the strange and unique career path of Alex “Hitch” Hitchens (Will Smith), who helps men with low confidence connect with the woman of their dreams. Essentially, he helps them say, do and behave in a way that would impress their crush. #OnlyInMovies
The endgame is to convert "crushes" into long lives of love, laughter and happiness—the proverbial “happily ever after.”
The movie focuses on Hitch helping a shy, hapless Albert Brennaman impress the heiress of the company where he is an accountant. Ultimately, he does just that by simply being himself. However, it took Hitch’s initial confidence boost and push for persistence for Albert to advertise himself as a worthy candidate.
Similarly, businesses might have incredible products but need a "Hitch" to help them advertise them to the right audiences in the right way. This is where Ad Serving & Retargeting Platforms help them reach the right people and convert potential customers into loyal customers.
So, if you’re looking for a digital Alex Hitch to boost your Albert Brennaman in the advertising world, explore our list of the top 5 Ad Serving & Retargeting Platforms of 2024.
The endgame is to convert "crushes" into long lives of love, laughter and happiness—the proverbial “happily ever after.”
The movie focuses on Hitch helping a shy, hapless Albert Brennaman impress the heiress of the company where he is an accountant. Ultimately, he does just that by simply being himself. However, it took Hitch’s initial confidence boost and push for persistence for Albert to advertise himself as a worthy candidate.
Similarly, businesses might have incredible products but need a "Hitch" to help them advertise them to the right audiences in the right way. This is where Ad Serving & Retargeting Platforms help them reach the right people and convert potential customers into loyal customers.
So, if you’re looking for a digital Alex Hitch to boost your Albert Brennaman in the advertising world, explore our list of the top 5 Ad Serving & Retargeting Platforms of 2024.
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The movie Hitch also shows a modern side of the complicated dating world – speed dating events.
Believe it or not, speed dating is quite like Ad Serving & Retargeting Platforms.
It involves participants going on short, one-on-one dates with multiple people in one evening, with each date lasting a few minutes. This is akin to customers seeing a bunch of ads on the internet for a quick second or two.
At the end of the event, if two people find each other interesting, they can exchange contact information and go on future dates. This is the aim of retargeting by showing customers the ads they interacted with or preferred the most.
Coming to the real world, businesses use Ad Serving & Retargeting Platforms for two main purposes: first, to advertise their products on websites for potential customers to see, including on third-party websites to earn revenue. This part is known as Ad Serving.
Second, Retargeting delivers personalized ads to potential buyers based on their previous behavior on the business’ website. These ads are highly personalized by using cookie information or pixels, which carry behavior information.
The ads are also presented on other websites, social media sites and mobile applications to convert people into customers who showed interest but didn’t go through with the purchase. Essentially, these platforms facilitate both purposes, allowing businesses to advertise to potential customers and encourage those on the fence to make a purchase or repeat purchases.
So, go speed dating with TechDogs’ top 5 Ad Serving & Retargeting Platforms of 2024 and find your soulmate to help you ace the advertising game!
Top 5 Ad Serving & Retargeting Platforms Of 2024
Businesses use Ad Serving & Retargeting Platforms to reach a broader audience using various types of ad styles including image, video, display, search, shopping, banner and other types, across online portals, websites, mobile apps, forums, etc. In case, they come across potential customers who didn’t complete a purchase, they target them with personalized ads based on the product they’re interested in.
Last year we explored the Top 5 Ad Serving & Retargeting Platforms Of 2023. Now, let’s have a look at the top 5 Ad Serving & Retargeting Platforms Of 2024!
(Remember, they’re in random order!)
Intuit Mailchimp |
Google Ads |
Meta Ads |
NextRoll |
Criteo |
Tool 1: Intuit Mailchimp
Intuit was founded in 1983 and is headquartered in Mountain View, California, USA. The company houses over 17,000 employees housed in 20 offices across 9 countries and owns some of the most popular financial and marketing tools including TurboTax, Credit Karma, QuickBooks, Mailchimp and Intuit Assist, a generative AI-powered financial assistant. The company even ranked #4 in the computer software industry on Fortune's Most Admired Companies list in 2024.
Featuring on our list as a new entrant this year is Intuit Mailchimp, which brings with it a social media-focused ad posting and retargeting platform. It helps its users reach the right people on social media through organic posts and targeted ads. Users can handle all their social channels from one place. Furthermore, users can leverage AI tools to generate content based on previous campaigns, automate their processes, schedule posts or publish instantly and track the performances of their campaigns.
Intuit Mailchimp also offers users retargeting services via email, which can be automated to send out reminders and follow-ups to interested parties. Users can leverage the service by connecting their store to Mailchimp to bring in customer data, then set retargeting rules for 24, 48 or 72 hours later and design the email with recommendations, personalized offers or products customers liked. Et voilà!
Feature Ratings:
Ease Of Use: ⭐ ⭐ ⭐ ⭐
Value For Money: ⭐ ⭐ ⭐
Startup Friendly: ⭐ ⭐ ⭐ ⭐ ⭐
Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
Customer Support: ⭐ ⭐ ⭐ ⭐
Tool 2: Google Ads
The tech giant Google is here! The company is the proud owner of the world’s most dominant search engine – Google – which enjoyed a market share of 92.82% in 2023. Founded in 1998, the company has its headquarters in Mountain View, USA. Between Google and its parent company, Alphabet Inc., the two own 200+ companies that include acquired established businesses and startups.
Returning to our list this year is Google Ads, which is undoubtedly one of the biggest names in the online advertising industry. Connecting to a wide range of websites, Google Ads is a feature-rich platform that enables users to reach their target audience almost everywhere they go online. Its ad capabilities span basic text and image ads, display ads, dynamic search ads, product shopping ads, video ads and more. It comes with a range of targeting options too, including keyword, demographic, topic, device, mobile app and more.
In addition to its standard remarketing services, which re-engage with potential customers who have previously visited the business' website or used its mobile app., Google Ads also offers dynamic remarketing, including machine learning capabilities to show ads based on products and services customers viewed previously blended with customized and personalized messages. These ads can be targeted on mobile applications too, improving the reach.
Feature Ratings:
Ease Of Use: ⭐ ⭐ ⭐ ⭐ ⭐
Value For Money: ⭐ ⭐ ⭐
Startup Friendly: ⭐ ⭐ ⭐ ⭐
Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
Customer Support: ⭐ ⭐ ⭐ ⭐
Tool 3: Meta Ads Manager
With its roots going back to 2004, Meta (rebranded from Facebook) owns and operates social networking platforms such as Instagram, WhatsApp, Facebook, Messenger and other platforms and products such as the Meta Quest AR/VR headset, Giphy and more. The company is headquartered in Menlo Park, California, USA, has a workforce of over 66,000 employees in 60+ offices and more than 3.6 billion users across its platforms.
Once again on our list is Meta with its Ads Manager. This all-in-one platform enables users to create and test ads, manage how they run, adjust budgets, track campaign performances with insights, set audience and more. The Ads Manager app for iOS and Android enables users to manage their campaigns on the go, including running and retargeting ads on Facebook, Instagram, Messenger and Audience Network. The solution also comes with self-serve tools and easy-to-read reports that help users reach their customers and find new ones.
Meta also offers Meta Pixel, a piece of code embedded on a user’s website, to help them better understand the effectiveness of their ads. This includes insights on customer actions taken on the website, which pages they visit, what items were added to their basket and more. The platform’s retargeting capabilities help users reach familiar audiences with automatically personalized ads, while users can create custom audience groups and show them previously viewed products.
Feature Ratings:
Ease Of Use: ⭐ ⭐ ⭐ ⭐ ⭐
Value For Money: ⭐ ⭐ ⭐ ⭐
Startup Friendly: ⭐ ⭐ ⭐ ⭐
Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
Customer Support: ⭐ ⭐ ⭐
Tool 4: AdRoll by NextRoll
Founded in 2004, NextRoll is headquartered in San Francisco, California, USA and has a workforce of over 500 employees. The company has a vast customer base spanning names such as Lounge, Topo Designs, Payton Jewelry, Shady Rays, Exploding Kittens, Head Kandy and more. The company was named a Leader and High Performer in G2’s Summer 2024 report.
New to our list this year is AdRoll, which empowers businesses to run ads their audiences will care about. This is done by delivering meaningful, personalized ads that drive results at every stage of the marketing funnel. The platform comes with artificial intelligence (AI) and machine learning (ML) capabilities that help users optimize their entire marketing strategy and gain insights from their campaigns across every channel. These channels include display ads, video ads, native ads, connected TV ads, social ads and email marketing.
AdRoll’s retargeting capabilities have helped its customers generate over $25 billion in revenue through display, native and video ads. It also helps improve retargeted ads by segmenting site visitors into groups based on activities performed, plans campaigns, enables dynamic ads and more, without having to worry about bidding issues. NextRoll also offers RollWorks, which helps drive B2B growth through an account-based platform that identifies accounts, engages them across channels and measures campaign effectiveness.
Feature Ratings:
Ease Of Use: ⭐ ⭐ ⭐ ⭐
Value For Money: ⭐ ⭐ ⭐ ⭐
Startup Friendly: ⭐ ⭐ ⭐ ⭐ ⭐
Enterprise Friendly: ⭐ ⭐ ⭐
Customer Support: ⭐ ⭐ ⭐ ⭐
Tool 5: Criteo Commerce Growth
Criteo was founded in Paris, France, in 2005 and today has over 24 offices spread across the globe, housing over 3,500 employees. The company has an impressive customer base spanning more than 18,000 names, some of which include P&G, Comcast, Shopify, Deliveroo and more. Among its various accolades and recognitions, Criteo won an award in the AI – Advertising category in the SBR Technology Excellence Awards 2024.
Fresh on our list this year is Criteo, a global technology company that helps marketers and media owners reach their goals. This is done through the Criteo Commerce Growth platform, which offers users an easy-to-use, simple but powerful automated advertising platform that builds customer acquisition and retention. The platform’s features span unique audience segmentation and targeting strategies, robust access and scaling capabilities, full-funnel bid strategy, insightful reporting and more. It specializes in enabling superior video ads and contextual ads, which combine the customer’s commerce and contextual data.
Criteo also offers robust features enabling efficient and effective dynamic retargeting capabilities, delivered across the world’s best publishers through personalized, on-demand video and display ads. The platform is aided by powerful artificial intelligence (AI) and machine learning (ML) technology that works continuously to improve ad retargeting campaigns to enable higher ad visibility across web, mobile and social media.
Feature Ratings:
Ease Of Use: ⭐ ⭐ ⭐ ⭐ ⭐
Value For Money: ⭐ ⭐ ⭐
Startup Friendly: ⭐ ⭐ ⭐ ⭐
Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
Customer Support: ⭐ ⭐ ⭐ ⭐
Winding It Up
The speed dating event is over – and those were our top Ad Serving & Retargeting Platforms of 2024!
You see, Ad Serving & Retargeting Platforms help businesses advertise to potential customers on a variety of channels, such as websites, social media, emails, notifications, etc. It also helps businesses in converting potential buyers into paid customers by directing customized ads to them across such mediums.
Remember: each company has advertising and retargeting requirements, which is why you should ensure you pick a platform that suits your unique needs.
Frequently Asked Questions
What Are Ad Serving & Retargeting Platforms?
Ad Serving & Retargeting Platforms are tools that businesses use to advertise their products on various websites, social media and mobile applications. These platforms enable businesses to display ads to potential customers and retarget individuals who showed interest in their products but didn't complete a purchase, by presenting them with personalized ads based on their behavior.
How Do Ad Serving & Retargeting Platforms Work?
These platforms work by first serving ads to a broad audience, similar to how speed dating works, where participants meet multiple people in a short amount of time. If someone shows interest in a product but doesn't make a purchase, the platform uses cookies or pixels to track their behavior and then retargets them with personalized ads on other websites or social media platforms, encouraging them to complete the purchase.
What Are The Top 5 Ad Serving & Retargeting Platforms Of 2024?
The top 5 Ad Serving & Retargeting Platforms of 2024 are Intuit Mailchimp, Google Ads, Meta Ads Manager, AdRoll by NextRoll and Criteo Commerce Growth. Each of these platforms offers unique features such as AI-driven content generation, extensive targeting options, mobile ad capabilities and dynamic retargeting services to help businesses effectively reach and convert their target audiences.
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