Ozone Media, a digital ad network, has launched Ozone Smarton, a re-targeting and dynamic banner advertising platform. According to the company, Ozone Smarton will allow e-commerce merchants to acquire dropped-off and dormant consumers by assembling dynamic banners in real-time and serving them to the re-targeted audience. It mentioned that Smarton is powered by predictive algorithms that determine the optimal product to be shown to the re-targeted users, and that it builds intelligence about users who have visited an advertiser’s website and shows them the relevant products in the retargeted dynamic banner ads. It selects the product to be served on dynamic banner in real time, based on its prediction algorithms, to maximize conversion rates and also supports multi-product banners that feature multiple products relevant to the user, according to Ozone. Senthil Govindan, Associate Vice President of Product & Partnerships at Ozone Media said that the company is in the process of working with its customers to implement algorithms through the customizable Recommendation Engine which, according to him, will maximize their ability to generate conversions through retargeting. He also added that it will soon be able to proactively suggest campaigns that advertisers can run, helping advertisers micro-segment their user base and target them accordingly. Ozone claims that on Smarton pushed up the conversion rate by three to eight times for the retargeted audience, in initial results. After e-commerce, Ozone also intends to target the travel segment, followed by other online verticals where online customer acquisition is important. How Retargeting Works: Drop-off visitors are users who visit the advertiser’s site,…
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