All Saints Streamlines Ad Retargeting By Giving Users More Control
The clothing brand All Saints has launched a new ad control function to give retargeted users more say over the ads and products they want to see.
Labelled AdPad, the mechanism uses retargeting platform Struq to serve personalised ads to tempt users who have left the site without making a purchase. These new ads give users the ability to remove products or brands they don't want to see, as well as opt out of receiving retargeted ads altogether.
The marketing technique of retargeting uses non-personally identifiable information about consumer behaviour through cookies. It has been a controversial subject since consumer groups have raised concerns about advertisers tracking people's online activities.
Retargeting will be hugely impacted by the revised ePrivacy Directive which was introduced across Europe last week and will be legally enforced within the UK in a year's time.
Nevertheless, All Saints have made this tactic a key element of their digital marketing strategy this year, after generating £21 for every £1 it spent on retargeting.
Struq CEO Sam Barnett has said the ePrivacy Directive "misses the key issue, that the long-term solution to the many questions around privacy is giving users real control."