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Retargeting ads are intensely cheap compared to acquisition ads for most growing companies.

• kposehn 8y ago
  They’re cheap because the audience size is so limited, but in actuality the CPMs typically are higher while the inventory quality is lower (outside of Facebook) At small sizes they can indeed drive some value as you have a small audience that needs to know your name, but as you scale it starts to get pretty hit or miss.
• soared 8y ago
  I'm not sure what you mean by 'cheap' but the actual cost to buy retargeting ads is almost always significantly more expensive except for really large brands. A regular sized furniture store might have 100k unique devices in their retargeting pool, but a prospecting (acqusition) audience (lets say in-market for furniture) would be 500k+ unique devices.