The Buzzword Breakdown is a series of posts where we define common industry terms, how they work, and introduce best practices for using them in the future. Today, we're breaking down how retargeting works and providing you with tips and tricks for implementing efficient retargeting campaigns. 

Take a look at the unique OOH campaign MBuy and JC Decaux worked on with Shedd Aquarium to promote their Amphibians exhibit. 

Introducing the fresh new MBuy.

Conventional wisdom suggests that programmatic advertising benefits from increased exposure to inventory and publishers.  Makes sense, right?  But not all publishers are the same and campaign performance will vary by campaign, advertiser, creative, seasonality, time of day, etc., across publishers.  And the conventional wisdom used to identify high performing publishers frequently eliminates sites that are actually helping to drive performance.