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Digital Advertising

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Authors: RTB House Editorial Team

Published:: 27 October 2026

Retargeting for SMEs: Best Practices and How to Start

Most people who visit a website leave without buying, signing up or getting in touch. Large brands with big media budgets can absorb that lost traffic, but for small and medium-sized enterprises (SMEs) every visitor is harder to win, so letting them drift away after a single session is expensive. Retargeting for SMEs is a cost-effective way to bring those potential customers back, and it is now much easier to set up on a small budget.
This guide explains how retargeting works for smaller businesses, what you need in place before you launch, how much to spend, and which retargeting best practices help you increase conversions without wasting ad spend.

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Advertising Privacy Updates
Retail & Ecommerce
Digital Advertising
Deep Learning
Company News

Published:
16 June 2023
Earlier Third-Party Cookie Deprecation, Record-Breaking GDPR Fine For Meta, Apple Blocks More Trackers
In this Media Review you can read about Google’s Privacy Sandbox advancements, Meta’s unprecedented GDPR fine, and Apple’s new preventive measures to third-party tracking.
Advertising Privacy Updates
Published:
6 June 2023
Hepsiburada’s Performance Marketing Director Alper Boyer on “Making a Mark in Ecommerce”
Key takeaways:

How to leverage the opportunities of cookieless solutions

AI’s indispensability in ecommerce

How to make gamification work for you

The importance of agility
Retail & Ecommerce
Published:
5 June 2023
The 6 Best Retargeting Practices and How to Implement Them
Retargeting is one of the best ways for businesses to reconnect with customers and build meaningful relationships that you can convert into a sale, which is why so many businesses want to use it. However, most businesses quickly realize that there are many ways to use the full potential of a retargeting campaign. Retargeting best practices can provide you with several levers that you can pull to optimize your retargeting campaign and get the most bang for your buck.
Digital Advertising
Published:
15 May 2023
FLEDGE’s Rebranding, UID 2.0 Goes Private, SDA Context Proves Reliable, Google’s IBA Test, and Other News
In this Media Review, you can read 5 stories, including Google renaming FLEDGE to Protected Audience API, results from Google Ads’ IBA testing, and more details about Apple’s change in Safari.
Advertising Privacy Updates
Published:
27 April 2023
Seller-Defined Audiences Analysis Series – Part II: Contextual SDA Quality Tests
Key takeaways from this article:

Contextual SDA passed both quality tests we performed and described in this article

The mechanisms we used to assess the contextual SDA signals’ quality were: SSPs’ audiences sent via Deal IDs and RTB House’s proprietary ContextAI engine
Advertising Privacy Updates
Published:
24 April 2023
RTB House Perspective on Google’s Topics Experiment Whitepaper
On April 18th, Google published the results from Google Ads’ interest-based advertising testing, where, among other tools, Topics API was analyzed. We are happy that the Google Ads team joined RTB House and Criteo in openly publishing findings from experiments with Privacy Sandbox APIs.

In the report, the Google Ads team compares the effectiveness of applying Topics API, contextual signals, and publisher first-party IDs instead of cookies for Interest-Based Advertising (IBA). Third-party cookies were allowed in this experiment for use cases unrelated to targeting, such as frequency capping and measurement.
Advertising Privacy Updates