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    What is Dynamic Retargeting, and how does it work?

    What is Dynamic Retargeting?

    Dynamic Retargeting allows marketers to dynamically target users with the last product they viewed, increasing conversion by serving custom creatives to each consumer. Unlike classic retargeting, Dynamic Retargeting serves a user with the specific product they viewed or added to their carts.

    Should I use Dynamic Retargeting?

    Dynamic Retargeting is best for retailers and brands with a high volume of products that have sufficient scale to serve ads solely featuring the products most relevant to each individual user.

    Retailers, eCommerce, and Travel brands who use Dynamic Retargeting should ensure they have a high volume of products in their catalog to fully capitalize on the benefits of Dynamic Retargeting. Advertisers with only a few products will not drastically benefit from Dynamic Retargeting over classic Retargeting, as there are less opportunities for customization.

    How do I set up a Dynamic Retargeting campaign?

    Dynamic Retargeting is available as a targeting option during the campaign setup process.

    In order to activate Dynamic Targeting, you must upload your product feed and ensure the Outbrain Retargeting Pixel is live with the necessary code. You can do so during the setup process by clicking “View Settings.” This will automatically direct you to the Dynamic Retargeting tab on the left-hand rail (see screenshot below) where you can copy the revised Outbrain pixel and link your product feed.

    Retargeting Pixel & Product Catalog Setup: Deeper Dive

    1. As briefly mentioned above, you must first implement the Outbrain Retargeting Pixel across your entire site (as shown below) with the addition of the portion highlighted in orange:

    <script data-obct type=”text/javascript”>


      !function(_window, _document) {


        if (_window.obApi) {var toArray = function(object) {return Object.prototype.toString.call(object) === ‘[object Array]’ ? object : [object];};_window.obApi.marketerId = toArray(_window.obApi.marketerId).concat(toArray(OB_ADV_ID));return;}

        var api = _window.obApi = function() {api.dispatch ? api.dispatch.apply(api, arguments) : api.queue.push(arguments);};api.version = ‘1.1’;api.loaded = true;api.marketerId = OB_ADV_ID;api.queue = [];var tag = _document.createElement(‘script’);tag.async = true;tag.src = ‘//amplify.outbrain.com/cp/obtp.js’;tag.type = ‘text/javascript’;var script = _document.getElementsByTagName(‘script’)[0];script.parentNode.insertBefore(tag, script);}(window, document);

    obApi(‘track’, ‘PAGE_VIEW’, { content: { id: ‘XXXXX’}, contentType: ‘product’ });


    Note: the { id: ‘XXXXX’} portion of the code is a value that should be dynamically filled to return the Product ID of the page the user visited.  This is how Outbrain matches the user to the proper product from their product catalog. 

    2. You must then upload your product catalog with the items you would like to include in your Dynamic Retargeting campaign via the .tsv or http:// format as is instructed in the Dashboard.

    How does Dynamic Retargeting work?

    • A dynamic Product ID parameter is passed back through our Javascript pixel, and checks to see if there is a match with a user who viewed it as the campaign runs.
    • If the dynamic Product ID matches the user who viewed it, an ad related to that Product ID is displayed to the user, showing them the last product they viewed on your site.

    What are the best practices for targeting and budget? 

    • You should not use additional audiences, third-party targeting, or allowlists for Dynamic Retargeting campaigns. Your campaign is already limited to specific consumers, so targeting should not be a concern. 
    • You can create up to two campaigns using one product feed. For example, you may use one product feed to create one campaign for desktop and one for mobile. 
    • Please note that you cannot use more than one product feed per advertiser.
    • There is no minimum CPC requirement for Dynamic Retargeting. You should use the same CPC as you do for general retargeting.
    • CPC is set at the campaign level, not at the product level — but CPC adjustments are available by percentage on each product.

    What scale can I expect?

    • Your scale will depend on a few different factors. Dynamic Retargeting campaigns are not limited to certain placements or publishers (and will run across the entire Outbrain network), but will only target specific users who have seen your provided products. Therefore, the more products and website traffic you have, the higher scale your Dynamic Retargeting campaign will have.

    What else should I know?

    • No additional pixels are needed for Dynamic Retargeting campaigns, so all of our user identity solutions and compliance remain the same as they do for other Amplify campaigns. 
    • The pixel works exactly the same way as the Audience Pixel does.
    • Currently, you may only have one (1) Dynamic Retargeting campaign live at any given time.

    Where can I view reporting?

    • Basic reporting is available in the Dashboard (spend, clicks, CTR, conversions, etc.) at the campaign level (not at the product/ad level).


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