Conversations with a Software Engineer: Q&A with Mike Hoitomt

Curious about software engineering at an advertising technology company? Here’s what Mike Hoitomt, one of Triggit’s software engineers, has to say about programming, ad tech, why he loves working remotely.

What did you do before starting as an engineer at Triggit? I started my career as a Mechanical Engineer for an Aerospace company. After doing that for a few years, I worked as a Project Manager for a Fortune 50 health insurance company. I really missed engineering though, so I was able to take on more technical roles while working there, while also going back to school. Eventually I became a Software Engineer for that same company, and then a Sr. Software Engineer for a large apartment rental site in Atlanta, and then of course found Triggit.

What’s your favorite thing about working in the digital advertising industry? There are two things that are really fascinating to me: Auctions and Scale. It’s fascinating to me that ad publishers run auctions for every piece of ad real estate on their client sites. These auctions take place within 120ms. The publisher starts with an auction: “We have a 200 x 300 pixel space of prime real estate right here, who wants it?”. Then we throw bids at it to win the action and get our customer’s ad out there in the wild.

With regards to Triggit’s place in the advertising industry, the scale of everything that we do is huge. Handling the volume of transactions is the first consideration in most of our engineering decisions. This impacts the programming language that we use for a given application, how we deploy the application so that it can be scaled up or down, and how our applications talk to each other.

How does your job at Triggit differ from other engineering jobs you’ve had? Triggit’s end product involves more “iceberg” programming than I’ve experienced at other places. What I mean is that a lot of the code we write is to support functionality that is hidden from view, almost like the main part of an iceberg that’s below the surface. Raw data goes in one end, we analyze it, process it, and deliver it, and most of this is invisible to the end user. Because of the auction process, sometimes the tip of the iceberg isn’t even visible.

In other engineering jobs I’ve had, there is more of a visual feedback loop. When you work on a typical web application, a larger portion of the changes and enhancements are reflected in a User Interface; you write ten lines of code and this check box shows up on the screen and gets saved to a database. At Triggit, it’s much more about making sure that the internal systems have the correct data.

What are the top three things you recommend for aspiring engineers looking to crack into the digital advertising industry?

  1. Learn about Service Oriented Architecture (SOA) and how software applications talk to one another (message queues, databases, API’s, etc.)
  2. Learn about different types of databases (NoSQL, Big Data, SQL, etc.)
  3. Learn more than one programming language, or at least be strongly interested in learning other languages. Modern languages have definite strengths and weaknesses and it’s important to be able to utilize the best language for the job. Java, Ruby, Javascript, and SQL have been the most useful for me as core languages. Knowing those makes it easier to pick newer languages such as Go.

What tech blogs/publications do you follow regularly? I follow Hacker Newsletter along with around 100 different individual bloggers from a range of topics. My favorites are John Gruber, Scott Adams, Jeff Atwood, Randall Munroe’s XKCD, Thoughtbot, Rands, and Mark Cuban.

If you weren’t an engineer, what would you be doing? I’d like to say I’d be mowing down hitters like Bumgarner, but my fastball never got above 50 on the gun. So I’d probably be analyzing or managing something, and I wouldn’t be nearly as happy doing it. I love designing and building things and engineering lets you do that.

Just for fun…

What do you love most about working remotely? I like the distraction-free work environment combined with the autonomy it provides. I’ve been working remotely for over five years now and it’s now strange when I have to work in an office. It’s louder, and there are so many more distractions in an office compared to my home office. It’s something I hadn’t noticed until I started working remotely.

Tell us something interesting about yourself! I’m a big Wisconsin sports fan, and I live in the Midwest, which both seem to be rare among software engineers. I have two degrees (BS, Mechanical Engineering and an MBA) and have credits towards a third (Computer Science).

Contact us to learn more about Triggit’s dynamic retargeting technology.

The Do’s & Don’ts of Facebook Retargeting

Today’s post is cross-posted with FBPPC.

By Alison Morris, Director of Marketing

Retargeting has become a necessary ingredient in the digital advertiser’s marketing mix. 96% of advertisers say retargeting is already a part of their marketing mix, and 50% plan to increase retargeting budgets in the next six months. With retargeting on the rise, especially on Facebook, what can advertisers do to get the most bang for their buck this holiday season? We polled Triggit’s team of superhero Account Managers, and here’s what they had to say:


What are your top recommendations for advertisers looking to increase retargeting campaign performance?

  • Power a strong dynamic product retargeting campaign with an excellent product feed.  A high performing dynamic retargeting campaign has an excellent product feed at its core. Advertisers need to prepare their feeds with the end result (the ad) in mind. Product feeds should include engaging images and relevant elements in the feed that will appear within the ad unit, ideally going beyond merely product name and price, to product ratings, reviews, and any other details you have access to that will help create a truly personalized ad experience.
  • Increase your reach with complete pixel coverage across the entire site. From the home page to the cart page, and everything in between, ensure complete pixel coverage so you can target users during all steps of the purchase funnel. Did you know that by pixeling your internal site search pages, you can target searchers with relevant product ads? The more pages you pixel, the greater the opportunity, so don’t limit yourself to pixeling just the standard product and cart pages.
  • Be open to segmentation, and go beyond the audience. Not all audiences act the same, and your campaigns can really take off with different optimization strategies and ad copy tailored for different audience segments. The standard segment is for abandoned cart users, but we can segment your campaigns in any way – by web page, by recency, even by product price, product margin, and more.
  • Communicate openly and regularly with your Accounts team. With advance notice of promotional periods and sales, your Accounts team can create the best strategy to drive increased volume and ROI during promotional periods. Additionally, if goals change, be sure to communicate this right away so your team can make the appropriate optimizations to meet the new goals. Keep in mind that it takes time to see the impact of these changes, making it even more important to communicate any changing goals right away.


What should advertisers not be doing?

  • Don’t show ads for users who have already converted. This is a no-brainer – continuing to retarget users for the same products for which they’ve already purchased leads to a bad user experience, not to mention wasted media spend. It is very easy to exclude these users once they’ve converted, so be sure your retargeting partner has this capability.
  • Don’t waste money on static retargeting ads. You probably know that dynamic retargeting performs better than static, driving up to 5X higher CTR and 2X higher ROI. Users demand a relevant, personalized ad experience and dynamic retargeting delivers just that, versus static retargeting that is generally so, well, general, that they miss the mark on relevancy (and therefore performance).
  • Don’t place too much emphasis on daily performance, but rather trends over time. Performance is best reviewed when looking at week-over-week and monthly trends, not individual days. Sure, you might notice that your CPA spiked on a given day, but that doesn’t mean you should change your campaign strategy based on just one day. Additionally, it takes more than one day to measure the impact of prior optimizations that may have already been put in place to address this.
  • Don’t expect Facebook retargeting to behave like other online channels. Paid search, display, and even Facebook Marketplace ads perform differently compared to Facebook retargeting. It’s important to set different goals, budgets and expectations for each channel individually in order to maximize both volume and performance.


What can advertisers do now to really move the needle this holiday season?

  • Run promotional ad copy that mirrors holiday season promotions, sales, and special days (ex. up to 70% off on Black Friday). This adds an increased level of relevancy for your holiday shoppers, plus a sense of urgency around any time-sensitive promotions.
  • Relax KPI goals and increase budgets to drive more volume during promotional periods. During the holidays, volume increases, and conversion rates typically increase as well. As a result, many of our clients choose to relax their KPI goals in order to optimize more aggressively and capture the increased holiday traffic and shopping volume.
  • Be open to new retargeting channels. There’s more to retargeting than FBX.   Additional channels can drive more volume and contribute to a strong ROI, such as Facebook’s Custom Audiences and Triggit’s native retargeting on news feeds beyond Facebook. An excellent retargeting campaign is one that targets your users wherever they are, at that exact moment of intent, with a personalized ad.


Interested in hearing more from Triggit’s superhero Account Managers? Contact us to learn more.

Brazil Spotlight: Interview with Gabriel Alves, Triggit Brazil

Curious about digital advertising in Brazil? Gabriel Alves, Triggit Brazil’s Accounts Operations Manager, recently paid us a visit from our São Paulo office, and here’s what he had to say about digital advertising, his expert retargeting advice, and why he loves this industry.

Gabriel Alves, Triggit Brazil

What did you do before starting at Triggit?

My first “business” experience in the digital space happened when I was just 15. I bought some shoes from China and resold them online in Brazil. Many years have passed since then, and seven years ago I first joined the technology industry when I began selling B2B integration solutions. Later, I switched to work with marketing technology, providing the market with software solutions that enable large enterprises to communicate cross-channel with millions of people, on a 1:1 basis. Through this experience with web analytics, behavioral targeting and product recommendation technology, I discovered my passion for behavioral targeting media and the programmatic advertising space.

What do you love about working in the digital advertising industry?

I see tremendous growth potential for this industry in the next 10+ years. We’re still at an early growth stage in Brazil, and I want to be part of this innovation process, creating solutions to help the market deliver better, personalized experiences to connect brands and users. I love being part of the industry’s disruptive change in the way we buy media and present relevant, personalized advertising at massive scale.

How does digital advertising differ in Brazil compared to the rest of the world?

Brazil makes up the fifth largest Internet audience in the world and represents 40% of the entire Latin American audience (comScore). While close to 50% of the population uses the Internet in Brazil, compared to 80% in the U.S., Japan and Germany, most people are still in the early stages of knowing what this channel can provide to them. Given these facts, I believe Brazil has huge opportunity for growth in this area, and companies have been investing in people and technology to minimize this gap. It’s exciting to see the changes as users are getting more comfortable using the Internet to communicate and engage with their favorite brands in the digital space.

Another difference comes from the cultural aspect of Brazilians. We are people who love to socialize, and we like to be active in groups and discussions.  This element of socialization is what makes Facebook and other social networks really huge here. Social networks have become a great channel for brands to engage with potential and existing consumers.

What advice do you have for your clients to drive successful retargeting campaigns?

  • Segment your audience! Users who put a product in their shopping cart but do not convert should be treated differently than someone who merely looked at a product, or someone who looked at a product and clicked to chat with an online attendant. A good segmentation strategy can have a huge impact on conversion rates.

  • Segment by products as well. Not all products have the same performance, or drive the same margin. Segmenting your products by best performers, for example, allows you to test different optimization strategies to drive even better performance for these products.

  • Tell a consistent message both online and offline. Users need consistent messaging even though they interact with your brand differently across various online and offline channels. Make sure you are telling the same brand message, and then adjust as necessary for each channel.

  • Leverage your retargeting partner’s expertise. Triggit provides full service account management, and our team provides significant value to our clients as our #1 goal is to drive better performance while increasing volume.

What digital marketing blogs/publications do you follow regularly?

I follow relevant groups on LinkedIn, including Ad Exchanges Masters and Digital Marketing, as well as publishers in Brazil, including Proxxima / Meio Menssagem.

If you weren’t in digital marketing, what would you be doing?

I would probably be in technology sales, or following one of my hobbies as a photographer or chef.

Just for fun…

What do you love most about living in Brazil?

Here is where I have all my family and close friends. People are friendly and very communicative. Our tropical weather and beaches are lovely. Food is great, and we like to party :)

Tell us something interesting about yourself!

I’m passionate about good food. I love creating new dishes in the kitchen – but do not put a recipe in front of me — I can’t even read through all the steps! I prefer creations from scratch. I also love extreme board sports such as wakeboarding and surfing, and different from what you might expect from a Brazilian, soccer and Carnaval are not my favorite things.

Contact us to learn more about Triggit’s international retargeting solutions.

Facebook Atlas: Marketing Baseado Em Pessoas

Por Zach Coelius, Co-Fundador e CEO

O lançamento do Atlas do Facebook foi sem dúvida nenhuma o ponto alto do 11o. ano  do evento da Advertising Week. Como o próprio Facebook explica em seu site:

Facebook Atlas

O Atlas proporciona um marketing baseado em pessoas, ajudando os profissionais de marketing a atingir pessoas reais independente dos dispositivos, plataformas e veículos de mídia. Servindo anúncios segmentados e mensurando isto através de todos os dispositivos, os profissionais de marketing podem facilmente resolver o problema do “cross-device”.

A promessa do uso de login como a principal fonte de identificação (para conectar as pessoas através dos dispositivos, plataformas e veículos de mídia) é entusiasmante e todos do nosso mercado passaram a semana especulando o que isto significará.

É evidente que o mais poderoso uso do login como fonte primária de identificação para servir anúncios é o fato de ser possível com isto  obter um entendimento do usuários através de todos os dispositivos. Anteriormente nós veríamos um usuário de um computador como uma pessoa totalmente diferente desta mesma pessoa navegando através de um telefone ou um tablet. Ao ser capaz de juntar esses dispositivos, e os anúncios veiculados neles, Atlas promete não apenas gerenciar a frequência de anúncios e unificar o público, mas também medir o impacto muito importante da atribuição “cross-device” dos anúncios.

Onde antes nunca teríamos o conhecimento se um usuário que viu um anúncio converteu em um dispositivo diferente, Atlas está agora prometendo unificar os dados dessas impressões para finalmente nos permitir compreender seu verdadeiro impacto.

Este é um grande negócio para o futuro da publicidade digital, e não há dúvida que a indústria está entusiasmada para experimentar o novo produto e ver seus resultados.

Facebook Atlas: People-based Marketing

By Zach Coelius, Co-Founder & CEO

The 11th year of Advertising Week has come and gone, and the launch of Facebook’s Atlas ad server was without a doubt the highlight of the event. As Facebook explains on it’s own website:

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices.

The promise of using the login as the primary source of identity (to connect people across devices, platforms and publishers) is incredibly exciting and everyone in the industry spent the week speculating about what it will mean.

Clearly the most powerful use of the login as the ad server’s primary source of identity is in unlocking a cross-device understanding of a user. Previously we would see a user on the desktop as a totally different user than that same person browsing on a phone or a tablet.  By being able to join these devices, and the ads served on them, Atlas has the promise of not only managing ad frequency and unifying targeting, but measuring the all-important cross-device attribution impact of ads.

Where before we would never have known if a user who saw an ad converted on a different device, Atlas is now promising to join the reporting of those impressions to finally enable us to understand the true impact.

This is a huge deal for the future of digital advertising, and there is no question the industry is excited to try the new product and watch the results unfold.

Triggit To Offer Performance Retargeting Across TripleLift’s Native Advertising Exchange

Triggit, the global leader in performance retargeting, today announced a strategic partnership with TripleLift, a leader in native advertising. The business partnership will drive scalable performance for direct-response advertisers across the globe, offering a powerful combination of Triggit’s performance retargeting solutions and premium inventory on TripleLift’s native advertising exchange.

Native advertising is the future of digital advertising, with spend expected to increase 1.6X in the next three years, outpacing display growth each year. Dynamic retargeting is the highest performing digital advertising with over 2X higher ROI than static ads. Combining forces, native retargeting drives over 15X higher CTR than banner ads.

With this partnership, advertisers will drive significant ROI at scale by leveraging Triggit’s dynamic retargeting technology to access billions of impressions per month across TripleLift’s cross-channel, cross-device native advertising exchange.

 ”When you deliver personalized ads directly in front of users at the time of intent, they click, and convert. Advertisers are realizing unprecedented performance, and now with access to the TripleLift’s native inventory, Triggit’s native retargeting solution is even more compelling for advertisers,” says Zach Coelius, CEO and Co-Founder at Triggit.

 ”Triggit is a very forward-thinking company and understands the potential of native advertising.  We are excited to help them deliver personalized ads as they scale the native retargeting opportunity.  Advertisers and publishers alike need an alternative to banners while maintaining the performance of programmatic, and this partnership is a great start, “ says TripleLift CEO and Co-Founder, Eric Berry.

Triggit COO and Co-Founder Susan Coelius Keplinger Named One of Fortune Magazine’s Most Powerful Women Entrepreneurs

September 5, 2014 – Triggit, the global leader in performance retargeting, announced that its co-founder and COO, Susan Coelius Keplinger, is one of ten female entrepreneurs recognized by Fortune Magazine as an exceptional innovator and game-changer poised to lead successful, global businesses. As one of the Most Powerful Women Entrepreneurs, Keplinger will participate in this year’s Fortune Most Powerful Women Summit, October 6-8 in Laguna Niguel, California.

“I’m honored to be included in the company of such accomplished women,” said Keplinger. “I look forward to the Fortune World’s Most Powerful Women Summit to learn firsthand how these women have achieved success, and to share my own journey through entrepreneurship.”

In addition to co-founding Triggit, Keplinger co-founded her first company, Votes For Students, while in college. There she was named one of the nation’s top college students by USA Today. Keplinger is an avid athlete and can be found hurling down the mountains of Lake Tahoe on her downhill bike or skis, chasing waves while kite surfing, or playing soccer with the Olympic Club.

The Fortune Most Powerful Women Summit—now in its 16th year—is by invitation only and features a unique format: no speeches, all lively panel discussions, on-stage conversations, and interactive breakout sessions. A list of 2014 speakers can be found here.

To learn more about the Fortune Most Powerful Women Entrepreneurs 2014, click here.

Triggit is the global leader in performance retargeting, serving personalized product ads that are dynamically generated in real-time for each individual user. Since 2005, Triggit has provided direct response advertisers with access to RTB marketplaces, and was one of the first alpha partners for the Facebook Exchange. Triggit pioneered dynamic native retargeting on Facebook, and is the only company to bring dynamic native retargeting to news feeds across the rest of the Internet. With over 200 advertisers across six continents, Triggit bids on billions of impressions daily to drive true ROI at scale.

Content Marketing Meets Retargeting

By Alison Morris, Director of Marketing

Content marketing has become increasingly important as brands aim to build trust and engage with new and existing consumers. 90% of B2C marketers leverage content marketing, and 60% of B2C marketers expect their content marketing budget to increase this year, according to the Content Marketing Institute.

What are marketers doing with all of this content? Most of us are distributing it on social media platforms and publisher sites across the Internet. Not surprisingly, Facebook is at the top of the list — 89% of all B2C marketers use Facebook to distribute content. While content distribution on these channels has been steadily rising, marketers’ confidence about its effectiveness hasn’t. And with good reason – what good is your content if it’s not getting in front of the right (interested!) audience?

What if you could show your content to people who have already raised their hands? By pairing your content marketing strategies with dynamic retargeting, you can do just that. Deliver highly relevant content to people who have already shown interest in your company, and drive continued conversations (and revenue!) with a highly engaged audience.

For example, let’s say you’re thinking about taking a trip to Hawaii. You’re dreaming of lying in a hammock at a beachfront hotel, and while you’ve browsed through a few hotel listings, you aren’t exactly ready to book anything just yet. You would, however, be interested in a Hawaii travel guide that informs you of the various beaches where you might stay, top sights and attractions, and hotel reviews.

Rather than hoping your users stumble across the perfect travel guide on your website, make your content work harder with highly relevant ads that drive them directly back to this content, at which point they can continue planning their trip.


How does content retargeting work?
If you’re currently working with a retargeting partner, they already have tons of consumer data from your retargeting campaigns, enabling you to retarget customers in two ways:

  1. Increase consideration with potential customers. Leverage your existing content to move potential customers through the purchase funnel until they’re ready to book.
  2. Drive engagement with existing customers. Continue the conversation after they’ve booked! Retarget existing customers with relevant content so they continue booking their dream vacation.

Where can you retarget?
Content ads can be shown anywhere you’re currently doing retargeting – on the Facebook News Feed and news feeds across the Internet.

Content retargeting drives consumer engagement, leading to more than a one-time click, but to brand loyalty and repeat conversions (read: more revenue!). Make your content marketing work harder and unlock more revenue with content retargeting.

Interested in learning more? Contact us for more details.

It’s Back-to-School Time!

By Sajna Ramchandran, Director of Client Services & Strategy

Did you know that Back-to-School time is the second biggest shopping season of the entire year, second only to the holiday season? eCommerce sales for the Back-to-School season are forecasted to increase 16% in 2014, with online spending higher than offline. eCommerce marketers have a huge opportunity to take advantage of these trends:


Back-to-School (BTS) promotions start as early as July, so we’re in the thick of it! Entire blogs are dedicated to tracking the coolest water bottles, the “most swagger” backpacks &  wicked smart “looks” for the season! With parents doing the shopping and kids doing the influencing, there’s plenty of opportunity to reach  this massive audience.

If you haven’t already started your BTS promotions, it’s time to get moving! We’ve listed our top recommendations below for US retailers to reach, re-engage and retarget users on news feeds across the Internet:

  • Re-engage your current audiences, and reward past customers, with relevant Back-to-School (BTS) offers, deals & steals.

  • Retarget users with ads for the top trending items of the season. If you’re already working with Triggit, just tell us the top-performing products and categories within your product feed, and we’ll design a BTS program around your goals.

  • Use Facebook News Feed ads (bigger images, CTA buttons, more opportunities to like & share) to engage audiences around limited-time sales and promotions.

  • Use Facebook Custom Audiences to target fans, customers, email subscribers and offline customers based on user likes, interests, demographics and/or social behaviors.

  • Extend your reach with dynamic native retargeting – bringing the performance of Facebook News Feed ads to the rest of the Internet.

Whatever your goal this season,  Triggit is here to help with dynamic native retargeting on Facebook and beyond – on news feeds across the entire Internet. We’ll put the performance back in your advertising initiatives so you can reduce media waste and drive a targeted Back-to-School campaign!  Ask your Account Manager for details, or contact us for more information.

The Rising Tide of Native Retargeting

It is shocking, mind-boggling, and absolutely crazy that there is an entire industry driving $10+ billion in annual media spend, based on an ad unit driving less than 0.1% CTR. As if this isn’t inefficient enough, it’s estimated that only 8% of all Internet users account for 85% of the clicks. This isn’t new information by any means, but let me repeat this: Less than a tenth of all Internet users see these ads, and less than a tenth of one percent of those users ever click on these ads.

Yes, we’re talking about the 20-year old banner ad, and the very real phenomenon known as banner blindness, leading to billions of dollars of wasted media spend every year, and rising.

Today’s online consumers have been conditioned to ignore banners while actively consuming enormous amounts of content in their favorite news feeds. Adapting to consumer trends, native advertising – ads within these same news feeds – is the new wave of digital advertising. While native ads are seen 52% more than banner ads, they’re not relevant enough on their own to drive high CTRs, let alone conversions. What’s a marketer to do? Throw in personalized ads and real-time user intent data, and now we’re talking eyes, clicks and dollars.

Enter dynamic native retargeting, which Triggit quickly pioneered when Facebook released FBX News Feed ads (aka native retargeting) last year. Performance has absolutely crushed all other forms of digital advertising, and advertisers have been clamoring for more volume. Dynamic retargeting, with it’s relevancy rooted in personalized ads served at the time of intent, drives up to 2X higher ROI than static ads. Pair this with native ads, directly in front of consumers’ eyes, and it’s an advertiser’s dream come true with over 15X higher CTR than banner ads. Performance like this is hard to ignore which is why future growth signs for dynamic native retargeting all point up, especially now that it’s available at scale – beyond Facebook – on news feeds across the rest of the Internet.

Check out our native retargeting infographic to learn why native is here to stay, the driving forces behind dynamic native retargeting, and what the future holds for direct response advertisers.

Marketing Confessions: I Ignore Banner Ads

By Alison Morris, Director of Marketing

Remember the last time you noticed a really creative, eye-catching banner ad that was so relevant, it made you want to immediately stop what you were reading and click on it? Me neither.

“Banner blindness is real. We’re conditioned to ignore anything that isn’t a part of a site’s content,” Triggit CEO Zach Coelious explains. This is precisely the reason banner ads fail to drive results — users aren’t seeing the ads, let alone clicking them, and direct response advertisers are wasting billions of dollars every day.

As a digital marketer, I understand the time and effort that goes into designing and buying banner ads. As an online consumer, on the other hand, I unintentionally ignore these same ads every single day. As I scroll through various feeds throughout the day, eager to get my news fix, it’s as if I have literally become blind to the fact that banner ads exist on the periphery of these same pages. Maybe I should be ashamed that I’m going against something our industry has relied on for the last twenty years, but come on, it’s been twenty years and these ads are still driving less than stellar results for direct response advertisers. It’s time for a change.

But don’t just take my word for it, or Zach’s. Studies have shown that over a third of marketers agree that banner ads don’t work.  That’s not surprising when it turns out that only 8% of internet users account for 85% of clicks on display ads (and they’re not all humans!). If that doesn’t convince you, check out these eye-tracking images, revealing banner blindness in a way you just can’t ignore.

Screen Shot 2014-07-28 at 12.19.41 PM.png

As these heat maps show, users are actively engaged with their feeds as they consume huge amounts of content, leaving banner ads in the dark. It’s no surprise, then, that native ad spend is expected to increase 1.6X in the next three years, outpacing display growth each year.

While native advertising may draw eyes, how do you ensure the ads will be relevant enough to drive clicks, and conversions? That’s where native retargeting comes in – by serving highly personalized ads at the time of purchase intent, directly in the news feed where customers are already engaged – advertisers see over 15X higher CTR than banner ads. “It was incredibly apparent we were on to something with native retargeting when we started with FBX News Feed ads. When you do it well, native retargeting works – people see a highly personalized ad, people click, and, most importantly, people convert,” says Triggit CEO Zach Coelius. With such great performance on the FBX News Feed, our clients have demanded more volume, so we went out and found more volume – beyond Facebook – on news feeds across the entire Internet.

So yes, I ignore banner ads, and I’ll bet you do too. If you’re interested in putting your dollars where your users are actually looking, and driving the performance of FBX News Feeds ads across the rest of the Internet, let’s talk.

Facebook Custom Audiences: What Every Marketer Needs to Know

By Hoon Ra, WCA Product Lead

During the first half of the year, Facebook consolidated their ad options, and, suddenly, Website Custom Audiences (WCA) inadvertently became a buzzword that many marketers started to come across.  As the WCA Product Lead at Triggit, I am often faced with the following set of questions when we first start talking to our direct response advertiser clients about WCA. As our clients begin planning their media strategies for the rest of 2014, with a significant portion going towards WCA, I thought it would be helpful to capture the three main questions that typically come my way from direct response advertisers.

1. What is WCA? What makes it different from Facebook Marketplace and Facebook Exchange (FBX)?

Along with Facebook Marketplace and FBX, WCA is another targeting tactic for buying ad inventory on Facebook’s News Feed and right-hand column. There are three distinct points that set WCA apart from Facebook’s other channels:

  1. WCA lets you use several types of first party data. Like FBX, WCA lets you leverage your users’ website visit history. WCA also lets you use your own email lists, internal CRM data, phone numbers, and almost any type of data you have (legally) obtained.

  2. With WCA, you can layer on top any demographic information your customers have provided on Facebook (gender, location, age, likes). One application of this is running an ad for a “Father’s Day Special” to people identified as moms. In contrast, demographic information is the only dimension available for audience segmentation through Marketplace.

  3. Inventory on WCA is cross-platform and allows you to reach the same users on desktop and mobile, whereas FBX is limited only to desktop.

2. Is WCA a direct response channel, and if so, should I be on it if I’m running FBX campaigns?

Yes! WCA is an incredibly powerful direct response (DR) advertising tool. While we can’t speak for every retargeting partner, at Triggit we believe WCA and FBX are two complementary tools to achieve the same DR marketing goals.

WCA and FBX both serve slightly different functions (outlined above) and both should be utilized to retarget different segments of your customer base in different ways. Our clients have seen significant volume increases with the addition of WCA retargeting. We encourage advertisers to look at WCA and FBX as complementary products to help them achieve their performance marketing goals, as both tools provide DR advertisers with a proven channel to gain a conversion through Facebook. A campaign that combines WCA and FBX creates a powerful method for reaching and converting customers.

3. Should I leverage my FBX retargeting partner for WCA?

Absolutely! Your FBX partner will be the most knowledgeable in terms of best practices for a direct response campaign on Facebook. In my experience, many of the best practices we’ve established about FBX translate directly to WCA. For example, your retargeting partner already has experience growing and optimizing your campaigns on Facebook and knows what works best for your particular website. We’ve had a little extra time to think about optimization best practices using WCA, like how to retarget with WCA dynamically. So, this is especially true for advertisers who can reap the significant benefit of dynamic retargeting.

Hopefully this has served as a quick primer on the volume and performance benefits marketers can gain from using WCA on Facebook. In my eyes, it is a no-brainer for direct response advertisers to incorporate WCA into their Facebook media plans for the rest of 2014 and beyond.

Triggit lança Retargeting Dinâmico de Anuncio Nativo em toda a Internet

A Triggit anuncia o lançamento do teste “beta” do Retargeting Dinâmico em painéis de conteúdo.

A Triggit, que é um “preferred partner” de Retargeting Dinâmico no Facebook Exchange (FBX), está orgulhosa de anunciar o lançamento do teste “beta” de Retargeting Dinâmico de Anúncio Nativo. A Triggit tem trabalhado com diversos veículos de mídia nos últimos meses para levar a performance vista no em Retargeting Dinâmico no Feed de Notícias do Facebook, para o resto da Internet. Com isto, anunciantes poderão servir anúncios de retargeting dinâmicos através de formatos nativos em sites de grande relevância em toda a Internet.

Ao longo dos últimos 2 anos, grandes anunciantes de resposta-direta de todo o mundo vem confiando na Triggit como o seu parceiro para Retargeting Dinâmico no FBX. Quando o Facebook lançou seu primeiro anúncio nativo em 2013 (o anúncio de News Feed), a Triggit foi a primeira parceira a oferecê-lo, e os seus anunciantes rapidamente viram uma performance extraordinária com CTR 5X maiores e ROI até 2X maiores comparado aos anúncios estáticos. Agora com este teste, anunciantes irão ter acesso a um grande volume, em paíneis de conteúdo e feed de noticias, por toda a Internet!

Por que retargeting nativo funciona tão bem? “A cegueira do banner é uma realidade. Estamos condicionados a ignorar qualquer coisa que não faz parte do conteúdo do site. Isto ficou extremamente claro quando nós começamos a fazer o anúncio de News Feed no FBX. Quando se faz bem, retargeting dinâmico nativo funciona bem – as pessoas vem anúncios altamente personalizados, elas clicam e o mais importante, elas convertem”, diz Zach Coelius, CEO da Triggit . “Nossos anunciantes ficaram entusiasmados com a performance no Facebook e estão ansiosos por mais volume. Somos os pioneiros em Retargeting Nativo no Facebook e estamos empolgados para levar esta performance, já  comprovada, e o nosso “expertise” para o resto da Internet para ajudar os anunciantes a obterem ótimos resultados de ROI e em grande volume.”

Se você quiser mais informações sobre Retargeting Dinâmico de Anúncio Nativo ou sobre como se tornar um parceiro de teste, por favor, entre em contato conosco por aqui ou nos envie um email para

Triggit Launches Dynamic Native Retargeting Across The Internet

Triggit announces launch of dynamic native retargeting beta test.

Triggit, the preferred dynamic retargeting partner on the Facebook Exchange (FBX), is proud to announce the launch of their dynamic native retargeting beta program. Having seen the success of dynamic native retargeting on Facebook’s News Feed, Triggit has been working with publishers for the last several months to bring that performance to the rest of the Internet. Through Triggit’s dynamic native retargeting beta, large advertisers will be able to serve highly relevant, fully dynamic retargeted ads through native formats across the Internet’s premier publishers.

Over the last two years, large direct response advertisers around the world have trusted Triggit as their dynamic retargeting partner on FBX. When Facebook unveiled their first native ad placement in 2013 (News Feed ads), Triggit was the first FBX partner to offer fully dynamic native retargeting, and Triggit advertisers quickly realized amazing performance with 5X higher CTR and 2X higher ROAS than static ads. With Triggit’s beta to extend dynamic native retargeting beyond Facebook, advertisers will now have access to massive scale on news feeds – beyond Facebook – across the Internet.

Why does native retargeting work so well? “Banner blindness is real. We’re conditioned to ignore anything that isn’t a part of a site’s content. It was incredibly apparent we were on to something with native retargeting when we started with FBX News Feed ads. When you do it well, dynamic native retargeting works – people see a highly personalized ad, people click, and, most importantly, people convert,” said Triggit CEO Zach Coelius. “Our advertisers have been thrilled with the native performance on Facebook and are hungry for more volume. We pioneered native retargeting on Facebook and we’re excited to take our proven performance and expertise to the rest of the Internet to help advertisers drive incredible ROI at scale.”

If you would like more information about dynamic native retargeting or about becoming a testing partner, please contact us here or email us at

The World Cup’s Effect on Brazil and Online Impressions

By Prachi Mishra, Product Marketing Manager, and Micah Stone, Accounts Analyst

Like many companies this summer, Triggit has caught World Cup fever. While we’ve been enjoying watching the games both in our Sao Paulo office and here in San Francisco, we’ve noticed some different web traffic trends with our Brazilian market.

On the days the Brazilian team was playing, there were some incredible shifts in volume. In fact, when the Brazilian team was on the field, we saw the following Facebook and web volume trends:

  • During each game, impression volume dropped by nearly 40%

  • After the game, impression volume increased 27%, on average, above baseline impressions

  • While a much smaller trend, there was a mini-drop in impressions each time a goal was scored, which quickly dissipated.

So what’s going on in Brazil?

With such a significant change to impression volume, our educated guess is that soccer madness has taken over Brazil. Based on our data, the large drop in impressions comes from Brazilian’s high engagement with the Brazilian team’s games. As they shift their full attention to watching the game, they also are diverting their attention away from their computers, which explains the large dip in overall impressions. The large uptick during halftime and after the game seems to be our Brazilian soccer fans logging on during the break and post-game.

Is this just in Brazil?

From our data, the pattern we’ve seen in Brazil is almost perfectly echoed across the world with one large exception: the United States. Whether it’s from more people watching the game streaming on their computers, more people multi-tasking (game times have fallen during work hours), or just fewer fans, US impression volume has seen very little impact.

Since this fluctuation in impression volume has impacted a large majority of countries, it’s interesting to note that despite the large changes in impression volume, CTR has remained stable throughout the tournament. Even with the World Cup taking over most of the world, some things remain unchanged.

It will be interesting to see how events progress as the World Cup draws closer to the end and things get more dramatic out on the field. Stay tuned for a “Post-Game Analysis” after the World Cup is over!

Product Announcement: New Right-Hand Column Ad Units for FBX

By Prachi Mishra, Product Marketing Manager

We’re live! Behind the scenes we’ve been working closely with Facebook and our advertisers to bring about the next big change to FBX: a new design for ads in the Right-Hand Column (RHC). The new ad design on the RHC is larger, promises higher engagement, and offers advertisers a simpler, more cohesive approach to advertising with FBX.

With the updated look, RHC ads will be more visually consistent with ads that appear in the News Feed. The larger ads use the same proportions as desktop News Feed ads, and during Facebook’s initial testing, the new RHC format saw up to 3X increased engagement.

While Facebook began rolling out the new design starting last night, the older ad units will be available throughout the summer to give advertisers and partners time to transition to the new specs. On Aug 2nd, Facebook will switch to exclusively utilizing the larger RHC units.

What’s Next?

Triggit advertisers do not have to take any additional steps at this time. Over the last month, Triggit Account Managers prepared clients’ ads for the new RHC specs. Please reach out to your Account Manager directly if you have any questions.

Thank you for your excitement and patience as we work to bring you even better retargeting performance.

CTR Performance Increases 8.3% With New FBX Call-To-Action Button

By Prachi Mishra, Product Marketing Manager

Call-To-Action (CTA) Button Performance Update: Earlier this month, we began rolling out Facebook’s new Call-To-Action Button for desktop FBX News Feed ads. Over the last two weeks, we’ve tested the CTA button for select clients across vertical and region, and have closely monitored the data and performance. Well, the test is over and the results are in!

In the two weeks after implementing the CTA button:

  • CTR increased 8.3% across all campaigns.

    • Retail vertical: CTR grew an average of 8.5%

    • Travel vertical: CTR grew an average of 7.4%

    • By Region: Variances across regions were generally small, with the exception of the US & Canada with a 10.2% CTR increase.

Since the news has been nothing but positive, Triggit Account Managers will be working closely with all clients to roll out the CTA button across campaigns. It’s also important to note that ad copy had not been changed during the test, allowing us to isolate the CTA button’s effect. As a result, we expect that the CTA button impact on CTR can be further amplified when ad creative is optimized to account for the button.

Please reach out to your Account Manager directly if you have any questions. Thank you for your excitement and patience as we work to bring you even better retargeting performance.

Advanced Segmentation: The Secret to Successful Retargeting

By Jenny Arimoto, Account Manager

With over two billion Internet users worldwide and over 757 million daily users on Facebook, online advertising can sometimes seem like a shot in the dark. In this big, open, complex digital space, the power of retargeting lies in the ability to be relevant to the user. The more specific and granular your campaigns, the better the ad experience will be for the user, ultimately leading to better performance and reduced media waste.

This is where audience segmentation comes in. Audience segmentation helps us identify user habits so we can be more aggressive in retargeting high-value users who have shown high purchase intent. While retargeting aims to serve ads for users who have been to your site but not yet converted, it’s important to keep in mind that not all users are created equal. Segmenting them based on purchase intent and product details can lead to big wins for your top line revenue.

There are three key ways to effectively segment your eligible audience pool: page type, recency, and product price.

1. Page Type: Cart Abandonment

A valuable audience pool consists of users who have placed products in their cart, but left the site before completing their purchase. Users in this “cart abandonment” group have taken the step just before converting, showing more purchase intent than users who have only browsed the product level pages. With this in mind, we can segment these cart abandoners separately and retarget these users more aggressively.

As expected, we have found that more aggressively retargeting this group of users pays off with higher CTRs and conversion rates:

  • A Brazilian retailer’s cart abandonment campaign drove 14% higher CTR compared to their product-level retargeting campaign aimed at users who visited a product page.

  • We see the same results when looking at one of our Travel clients, where the cart abandonment campaign drove a 40% higher CTR than the general campaign, and a 75% higher conversion rate.

2. Recency

Recency (the time since a user left your website) is another component where segmentation can significantly boost campaign performance. Users who have looked at a product 10 hours ago are more likely to convert than users who looked at the same product 10 days ago. As a result, segmenting the audience based on user recency is an effective strategy to hit users who are more likely to convert. Through this strategy we break users into targeting groups based on how recently they looked at a product, being more aggressive with those who visited the site most recently.

This strategy has been hugely effective for one of our financial industry client, who has seen 13% decrease in CPA as a result of recency segmentation.

3. Product Price

In addition to segmenting based on page type and recency, we can also segment by products as these can vary widely in terms of price. While we strive to show ads to every user who has been on the site, your ROI will be different for a user who gets retargeted and purchases a $10 shirt versus a $300 pair of shoes. With ROI in mind, we want to be more aggressive with users who have shown an interest in more expensive, and higher margin, products. We can do this by segmenting user pools by the price of the products that they have viewed. This segmentation allows us to bid more competitively and show ads more frequently to users who have looked at higher end products.

We employed this product price segmentation for a top retailer, who saw an 8% increase in AOV by this one change.

As you can see, optimization based on audience segmentation is a simple but effective way to strategically focus on users who are more likely to convert, leading to reduced media waste and higher ROI. Now that we know how important segmentation is, let’s get granular!

Advanced Implementation: 4 Things You Need to Know

By Jillian Gamache, Senior Business Analyst

Any DR marketer can tell you, if you’re looking for an extremely high performing and ROI driving campaign, retargeting is an obvious choice. In our last blog post, we covered many of the fundamentals of feed integration. Today, we’ll be dive deeper into the importance of data in retargeting. Retargeting partners, like Triggit, can help you get the code (pixels, Javascript, etc) to get the most out of your website. Here are my top tips to take your retargeting code to the next level:

1. Universal Coverage

Be sure your code covers the entire taxonomy of your site. This allows you, the advertiser, to take advantage of the robust site data. In addition, covering the entire site on the initial placement of the retargeting code allows for future expansion and prevents any users from “falling through the cracks.”

2. Current Site Setup

Use your current site setup to your advantage! Every site’s setup can be leveraged to create powerful retargeting opportunities. For example, many retail clients have the ability to determine the “intent” of the user browsing their site and can assign them values based on that.

For example, let’s assume I have never been to a particular advertiser’s site before. On my first visit, I click around the homepage and a couple category pages before leaving the site. This type of activity would help gauge me as a low intent user. However, if I search several pages on the site, click through a few similar items, and maybe even add something to my cart, I would be considered a high intent user. Your retargeting partner can use this data to target more effectively with no changes to the site structure itself; just pass us the data, and we’ll take care of the segmenting and retargeting accordingly.

3. Tag Managers

Many sites have tag management systems in place to aid setup and maintenance. These management systems also have powerful tools to help determine ROI, incremental lift, customization and traffic reporting. Retargeting partners can use these systems in conjunction with their own to customize your campaign. For example, Triggit regularly works with advertisers who partner with Signal (formerly BrightTag), a tag management system that uses a cloud-based container tag setup.

4. Talk to your Retargeting Partner

Be sure to work with your partner and tell them as much about your custom setup as you can. This can help them create the best campaign for your system as well as harness the power of their own system appropriately.

Advanced retargeting code implementation is extremely important in order to fully utilize both the client and retargeting partner’s setup. When looking for a retargeting partner, be sure to give as much information as you can to them. In addition, these tools will significantly increase ROI and reduce costs, thus clients should search for a partner who can work with their setup.

Product Announcement: FBX News Feed Ad Units Now Featuring Call-To-Action Button

By Prachi Mishra, Product Marketing Manager

Triggit is excited to announce today that we have integrated Facebook’s latest feature for FBX, a Call-To-Action (CTA) button for desktop News Feed ads. The new button will clearly highlight each ad’s call to action and, when clicked on, will take the user to the designated URL landing page (i.e. product page, category page, etc).

We expect to see a positive impact on CTR and conversions from the addition of the CTA button; starting today, Triggit will roll out the CTA button for small scale testing across vertical and geography to closely monitor the data and performance over the weekend. Following analysis of weekend performance, we plan on broadly implementing the CTA button early next week. You will not have to take any additional steps to integrate the CTA button.

Please feel free to reach out to your Account Managers directly if you have any questions. Thank you for your excitement and patience as we work to bring you even better retargeting performance.

Update: Click on the link to learn more about the CTA Button’s impact on performance.