Journal article
Retargeting that respects the brand (part 5)
Frequency, creative variety, and exclusion lists that feel intentional.
Poor retargeting feels like stalking. Good retargeting feels like a reminder from a brand you already considered.
We use catalog-style creative rotation, sensible caps, and exclusions for converted users.
The objective is memory without annoyance.
— SIMHA Journal · issue note 69
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