Next-Gen Retargeting
Personalized retargeting chosen by deep learning, including products the user has not viewed; setup and creative sit with the RTB House team.
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Programmatic platform
RTB House Campaign Management: Retargeting, Acquisition and Demand Generation
RTB House is a DSP that buys product ads on the open web and uses deep learning for bidding, product recommendations and targeting. It is best known for retargeting, and for most brands it runs as a managed service: the RTB House team builds the campaigns and creatives. Our job is to choose which product to start with, prepare the data and measure the results independently.
Purpose and appearance
What do we use this platform for?
We turn to RTB House for e-commerce brands that want to leave campaign management to the platform team. Of the goals of turning visitors into buyers, acquiring new customers, generating quality traffic and creating demand, we pick the account's weakest one and run it on the open web with product ads selected by deep learning. We take on the strategy, data preparation and independent measurement.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
RTB House
campaign types and ad formats within RTB House
Acquisition
Dynamic product ads over several touchpoints for users who have never ordered; we own the new customer definition and measurement.
ExploreQuality Traffic
An RTB House solution that optimizes for tag-verified site visits, not clicks; we check visit quality in GA4.
ExploreDemand Generation
RTB House video and display ads with product overlays that build awareness and consideration among new, in-market audiences.
ExploreWhat RTB House's deep learning changes in practice
RTB House sets itself apart from competitors using classic machine learning in one key way: instead of lookalike models built on historical data, it tries to find the person who will convert from unstructured, real-time behavioral signals. Its product recommendations aren't limited to items the user has viewed; it also puts products the user has never seen into the ad. The model also learns continuously, without waiting for periodic intervention from engineers.
Since 2025, IntentGPT has been added on top of this. Used across all RTB House products, this layer uses large language models to interpret page content and the product feed, enabling cookieless, intent-based contextual targeting. On Turkish sites with a high share of users who don't give cookie consent, this layer carries more weight.
RTB House products: retargeting, acquisition, quality traffic, demand generation
RTB House groups its products into conversion, new customers, engagement and demand generation. All four use the same tag and feed infrastructure, so starting with one product and moving to another is technically easy. We decide which one to start with by looking at the account's current gap: is the retargeting pool being wasted, are new customers too few, or is traffic quality low?
- Next-Gen Retargeting: Turning users who have visited your site into buyers with personalized product recommendations
- Acquisition: Winning the first order from users who have never visited
- Quality Traffic: Buying real visits verified by the tag instead of clicks
- Demand Generation: Awareness and consideration among new audiences with product-layered video and display
Our role when RTB House runs a managed service
When the RTB House team builds and optimizes the campaign, the agency's role doesn't shrink; it changes. We handle the tag and feed setup through Google Tag Manager, give RTB House goals and exclusions as a written brief, and approve creatives against brand guidelines. Most importantly, we compare the sales RTB House reports with GA4 and order data and monitor overlap with other channels. If Criteo is also running on the same audience, we pause one or separate the audiences.
RTB House: when do we recommend it?
We recommend it
- E-commerce brands that want to leave campaign management to the platform team while keeping control of strategy
- Categories with a large catalog where product discovery plays a role in sales
- Sites that want to put more weight on cookieless contextual targeting
- Brands that want to bring several funnel stages, from retargeting to demand generation, under one provider
We don't recommend it
- Teams that want to manage bidding and targeting settings from their own dashboard and aren't keen on a managed service
- Sites without a product feed or selling very few products
- Accounts that won't agree to switch off another retargeting provider on the same audience
How we manage RTB House
- Gap analysisUsing GA4 and order data, we find the account's weakest stage and choose which of the four products to start with.
- Tag and feedWe install the RTB House tag through GTM and verify that product IDs match the feed.
- BriefWe send the target metric, audiences to exclude, unwanted content categories and brand guidelines in writing.
- Creative approvalWe approve the banners and interactive formats RTB House produces before they go live.
- Independent readingWe compare the platform report with GA4 and orders and monitor overlap with other channels.
RTB House: metrics and requirements
Metrics we track
- Incremental sales
- ROAS
- New customer rate
- Cost per verified visit
- Sales of products not previously viewed
What you need to get started
- An RTB House tag running on the site
- An up-to-date product feed
- A brief covering goals, exclusions and brand guidelines
- GA4 and order data to read results independently
Official sources
The Brand Move RTB House Team
Contact us nowTo learn more about RTB House ad formats, contact The Brand Move RTB House team today.
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ExploreFrequently asked questions
RTB House: frequently asked questions
What is RTB House?
A demand-side platform (DSP) for product-focused ads on the open web. Its bidding, product recommendations and targeting run on deep learning models, and since 2025 its IntentGPT layer adds cookieless contextual targeting. Its four products cover retargeting, acquisition, quality traffic and demand generation.
What is the difference between RTB House's self-serve platform and its managed service?
The self-serve platform is built mainly for small e-commerce sites and also has a Shopify app. In the managed service, the RTB House team handles campaign setup, creative production and day-to-day optimization. For medium and large catalogs we usually prefer the managed model.
Can RTB House and Criteo run at the same time?
They can, but not on the same audience without a plan. Two retargeting providers on the same visitors compete with each other and can both claim the same sale. We compare each platform's reported sales with GA4 and order data and, if they overlap, pause one or split the audiences.
Is our first-party data shared with other advertisers?
RTB House states that it does not pool or sell advertisers' first-party data. We still recommend spelling out in the contract and in your privacy notice (including KVKK, Türkiye's personal data protection law, where it applies) what the tag collects, how long it is kept and the scope of any data sharing.
Is IntentGPT a separate product?
No. IntentGPT is the contextual targeting layer used across all RTB House solutions. It doesn't need to be switched on in the campaign; we simply add to the brief the content categories where you don't want ads to appear.
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