Set Up Product Retargeting

  • Updated

Product Retargeting is one of the Dynamic Creative Optimization (DCO) solutions that offers automated product feed imports and data transformation. Use it to show banners with specific products to users who have interacted with your products or brand before (for example, have visited your website in the last 2 days). In other words, you can create personalized ads that reflect the users' interests.


You can use a DCO solution for an extra CPM fee applied on a banner. The fee is defined on a contract. For more information, reach out to your Adform representative.

You can create product retargeting banners by gathering information on the user's behavior (for example, browsing history, product preference, demographics, geography) and then selecting a retargeting strategy.

Here are some examples where product retargeting can be useful:

  • For an e-shop (or any other website with a product catalog) that has information on the user's interest in some of its products.

  • For a website where a user has entered personal information to receive personalized dynamic offers, for example, insurance companies, and travel agencies.

  • For products and services that need a constantly changing banner depending on the recent events, for example, online betting websites that have banners displaying odds that are changing often.

Click the banner to preview some examples of dynamic ads in Adform Creative Showroom:



A-Rosa Hotels

How It Works

There are three basic components that you need to set up a product retargeting:

  • Product feed: A full list of products that you want to promote in your banners. It can be an .xml, .csv, TP (tracking point), or .json file.

  • Site tracking setup: For gathering the information about the user. It has to include specific variables required for product retargeting.

  • Banner template: Your banner needs to have a template with the placeholder for the DCO feed that would support the product retargeting setup.

Once you publish the banner, Adform will update the banner dynamically for every user according to the information in the product feed and the chosen retargeting strategy.

Set Up Product Retargeting

To prepare product retargeting banners:

  1. If you want to build your retargeting banners based on your site visitor's interests, configure site tracking settings for the advertiser, to be able to gather the visitor's cookie history.

  2. Create tracking point codes.


    Make sure that your tracking point has Product ID and Step variables.

    You can choose to create your tracking point using the Basket (DCO), Product (DCO), or Conversion (DCO) templates that have these variables selected by default.

  3. Implement tracking points directly on your website or use a tag manager solution.


    You can use Adform Site Tracking Helper extension to check if the tracking point is working.

    The first 3 steps are optional if you are building your product retargeting based on dynamic characteristics other than the users' interests. For example, as a news portal, you might want to have the titles of the newest articles on their banner.

  4. Create a product feed file, which is a list of all products that you want to promote, and map the source fields with the Adform fields.

  5. Assign banner(s) to a product feed.

  6. Select a product retargeting strategy for your banner.

Once you publish the banner, Adform will update the banner dynamically for every user according to the information in the product feed and the chosen retargeting strategy.

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