Last month, Google announced a new “remarketing” feature, allowing advertisers to later target people who’d visited their sites or YouTube channels. Retargeting like this is a popular marketing topic: an Advertise.com/SEMPO survey (via) found that slightly under 70% of marketers had never used it, but 46.3% of marketers thought retargeting was the “most underutilized marketing strategy.”
With Google just getting in on the market, obviously the time is ripe for established companies to make bigger moves as well. However, as with all behaviorally targeted marketing, protecting consumer privacy is a big concern—especially for consumer privacy watchdogs. The Center for Digital Democracy has filed with the FTC asking for a probe into behavioral targeting by Google, Yahoo and Microsoft, among others. This is just the most recent volley in that battle.