Dynamic creative (also known as personalized retargeting), allows an advertiser to display a banner created on-the-fly for a particular consumer based on specific pages that they viewed.
While all retargeting depends on setting cookies in a user's browser, there are several different methods of doing this: Retargeting ad campaigns usually run on lower cost media, such as display ads, which not only increases effectiveness by specifically targeting an interested audience, but also improves the overall ROI of the advertiser.
[4] Retargeting providers employ a variety of pricing models to charge advertisers for the ads viewed by consumers.
In the United States, several organizations, including the Federal Trade Commission, Congress and the media, have expressed privacy[5] concerns[6] around the practice of retargeting; however, responsible personalized retargeting providers[definition needed] do not collect personally identifiable information (PII) on consumers.
[8] In the EU, the 2002 ePrivacy Directive and its 2009 revision require opt-in consent for the use of cookies and stipulate that users must be given the option of opting out.