Shopping channel manager Sidecar, provider of data-driven technology with content optimization and supporting analytics, recently revealed its newest retail solution for commercial users of Facebook's Dynamic Product Ads (DPAs).
Working with Facebook’s built-in targeting abilities, Sidecar created and streamlined proprietary DPA tools by categorizing consumers according to their probability of purchasing from specific retail sites. Internet shoppers identified by Sidecar as having “high intent” are said to be four times more likely to make a purchase than the average visitor.
"Ninety-eight percent of visitors to e-commerce sites leave without completing a purchase -- meaning that retailers have to constantly look for ways to re-engage consumers in targeted and relevant ways to drive conversions," Dave LeDonne, Sidecar’s product management director, said. "With a billion members signing on daily, Facebook was a logical channel for us to work within. The Sidecar technology adds another layer of relevance to Facebook DPAs -- and will enable retailers to reach key customers who are ready to purchase, across any device, with targeted product ads."
For an average retail catalog, Sidecar processes 1.2 million data points daily to match product viewing to the right consumers. Sidecar assigns the right attributes in a product feed to ensure accurate query-to-product matching and considers consumer traffic, product qualities and performance data to adjust campaigns.
"Facebook DPAs represent a massive opportunity for retailers,” Andre Golsorkhi, Sidecar founder and CEO, said. “Given the success Sidecar has seen in bringing innovative, machine-learning technology to channels like Google Shopping, this partnership was a natural fit. With this release, we are harnessing the power of Sidecar's technology to drive new efficient revenue in this expanding channel."
Sidecar’s DPA technology is expected to be available by February.
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