Behavioral Targeting

Most people who install an app or browse a mobile store leave before they buy, subscribe. Mobile app retargeting helps brands re-engage these users with personalized ads that return them to exactly where they left off. In this guide, we explain how mobile app retargeting works, how it differs from web retargeting, which strategies suit each audience, and how privacy changes, such as Apple’s App Tracking Transparency framework, shape today’s campaigns.

Most people who visit a website leave without buying, signing up or getting in touch. Large brands with big media budgets can absorb that lost traffic, but for small and medium-sized enterprises (SMEs) every visitor is harder to win, so letting them drift away after a single session is expensive. Retargeting for SMEs is a cost-effective way to bring those potential customers back, and it is now much easier to set up on a small budget.
This guide explains how retargeting works for smaller businesses, what you need in place before you launch, how much to spend, and which retargeting best practices help you increase conversions without wasting ad spend.

Agentic commerce is reshaping the buying journey. For consumers, it means researching, comparing, and discovering products is easier and more user-centric than ever. Consumer trust in AI is already surprisingly high compared with other channels, and with AI commerce, some shoppers are even comfortable granting transactional autonomy.

Brands need to be responsive to the new paradigm if they are to seize opportunities and avoid pitfalls. This article explores, through the lens of our own research, consumer delegation habits, key privacy and control thresholds, and actionable steps that retail leaders can take to build trust.

On April 16, 2026, RTB House brought together senior marketers from across Europe at Fotografiska Berlin—one of the city's most striking event spaces—for RTB Day Berlin. The agenda was packed, the conversations ran longer, and by the time dinner turned into an afterparty, it was clear the day had delivered something beyond a good program. Here's what was on the table.

More and more brands are investing in streaming video ads to promote their services. However, high quality videos are just the beginning. To ensure the success of a video marketing campaign, you should consider leveraging contextual targeting.

Although contextual targeting is nothing new, its combination with the potential offered by programmatic can open up completely new possibilities for almost every company. Take the execution of marketing campaigns to a whole new level. Support the achievement of assumed objectives and at the same time ensure the effective use of the budget allocated for this purpose. How does contextual targeting in programmatic work? What benefits can be expected from combining the two tactics?