Today, retargeting is an essential component of a merchant’s acquisition strategy. The principle, now well known, consists of displaying targeted advertising messages for a product or product category, when a web surfer who has shown an interest in this product on a merchant site, browses other sites.
To implement this mechanism, the merchant site must be able to inform each retargeter of the interest shown by a web surfer who has browsed its site without buying. In practice, this can prove tedious and time-consuming, since to retrieve this information, each retargeter will have to register with the merchant and place their own tags on their site.
Fortunately, ContainerTag was just around the corner…
ContainerTag facilitates exchanges between merchants and retargeters
Effinity’s ContainerTag enables merchants to simplify their retargeting management: once installed, it acts as a tag container, centralizing exchanges between the merchant and all the retargeters he has selected.
In concrete terms, the ContainerTag is a Javascript code hosted by Effinity, which is called directly by the merchant’s site and contains the tags of the retargeters. This script doesn’t proactively collect any information from the site, it simply retrieves the parameters transmitted by the merchant, for example, the display of products placed in the shopping cart. This call is made asynchronously, so as not to block the merchant site in the event of a malfunction (which never happens!). The retargeters are then called by the ContainerTag and receive information from the merchant based on the pages viewed by an Internet user. This call enables them to learn more about the user’s browsing habits by setting third-party cookies. They can then display advertising inserts on different sites, tailored to each user’s areas of interest.
To ensure optimum service for merchant sites, we meet regularly with resellers to understand their needs. We also ask them to sign a charter of good conduct, in which they undertake, for example, not to collect information on merchant sites.
ContainerTag to determine the degree of engagement of Internet users
The Effinity ContainerTag is also used to track the degree of engagement of “last click” users, i.e. the last page viewed before purchase. This enables us to provide additional information to the merchant site. For example, if the user has gone to a specialized site to retrieve a discount code, after having chosen a product, in order to finalize his purchase. This information can be taken into account by the merchant to adapt the couponer’s remuneration, depending on whether his or her contribution is opportunistic, i.e. at the basket level, or real, as a business contributor.
In this way, the unique installation of a ContainerTag responds to a twofold challenge faced by e-commerce sites, namely to better target Internet users who have shown an interest in their products, and to find out their degree of commitment before purchase. In the martial arts, the Master is the one who uses the least energy to achieve the greatest efficiency. No wonder we call it ContainerTag!
Mis à jour le 23 January 2025
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Mis à jour le 23 January 2025
