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RTB House solution
RTB House Next-Gen Retargeting Management
Next-Gen Retargeting is the RTB House solution that shows shoppable product ads, selected per person, to users who browsed your site, across the open web. A deep learning model handles product selection and bidding, and the RTB House team usually manages the campaign. On this page we explain why we choose this model, what we keep under our control and why we do not run it alongside Criteo.
Purpose and appearance
What do we use this format for?
We use Next-Gen Retargeting to bring back visitors who browsed your site and left without buying, with products they viewed and products they have not seen but are likely to buy, and turn those visits into sales. While campaign and creative management sit with the RTB House team, we keep control of frequency, exclusions and measurement.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
RTB House vs. Criteo retargeting: where they differ
Both platforms work with a feed and a tag, and both ads show product cards. So at proposal stage they look very similar, and clients often choose on price alone. The difference shows in how decisions are made and who manages the campaign day to day:
- Product recommendations: RTB House says its deep learning model also recommends products the user has not viewed and emphasizes product discovery. Criteo's recommendation engine predicts the next product from intent signals.
- Management: at RTB House, campaign and creative mostly sit with the platform team. In Criteo Commerce Growth, we can use the platform directly.
- Creative: RTB House produces banners in-house and offers interactive formats with a search box, product switching or like/dislike buttons.
- Context: the IntentGPT layer also matches the content of the page where the ad appears with the product in retargeting.
- Calibration: according to RTB House, campaigns calibrate themselves over time and keep efficiency as budget rises or falls.
Controlling frequency and exclusions in a managed service
When the platform is not in our hands, control runs through the brief and the reports. At setup we give the RTB House team in writing the frequency cap per user, how long a visitor stays in the audience, how many days after purchase no ads are shown and which products to exclude. Then in the weekly report we track impressions per user and the share of post-view sales; if that share rises fast, we take it as a sign the model is leaning on easy sales and tighten the limits together.
The campaign calendar is what slips most in the managed model. We tell the RTB House team about periods such as November sales or end-of-season at least two weeks ahead; only then can the banner message, discount label and budget increase go live on the same day. With a last-minute notice, ads may keep showing the old price or the old message.
Tag and feed preparation: our part of the work
We install the RTB House tag through Google Tag Manager and check that product, cart and purchase events carry the same product ID as the feed. The RTB House team also validates the tag on its side, but we make sure order numbers are not duplicated and decide how cancelled orders are deducted. Sale price, stock and category fields in the feed must be complete; because the deep learning model recommends products the user has not seen, category structure matters more here than with Criteo.
What happens if we run RTB House and Criteo at the same time?
When two providers target the same visitor at once, both enter the same auction and push the impression price up against your own ad. The user also sees two different banner series in a short time, and frequency doubles. Sales are counted in both the RTB House and the Criteo Dynamic Retargeting report, so total ROAS looks better than it is.
When we want to compare, we run the two platforms in consecutive periods or on different product categories and read the result in GA4 and order data in one table. We decide which one stays not by platform ROAS but by the change in total orders and new customers, also considering which model your team works with more comfortably.
Next-Gen Retargeting: when do we recommend it?
We recommend it
- E-commerce teams that want to outsource campaign setup and creative production
- Wide catalogs where product discovery matters, such as fashion, home and lifestyle
- Brands that want to try interactive banners with a search box or product switching in retargeting
- Accounts taking over retargeting from another provider that want a comparison test
We don't recommend it
- Accounts that want to keep retargeting the same audience with Criteo or another DSP
- Teams that want to change frequency and exclusions instantly themselves rather than through a brief
- Sites whose feed has missing or messy category and stock data
How we manage Next-Gen Retargeting
- Current retargeting inventoryWe list Criteo, Meta catalog and Google campaigns in the account that target the same audience.
- Tag and feed validationWe check product ID matching, order numbers and cancellation deductions.
- Written rulesWe send the frequency cap, audience duration, post-purchase pause and excluded products in writing.
- Banner template checkWe approve dynamic and interactive banner templates against brand guidelines.
- Weekly report reviewWe track post-view sales share, frequency and sales of products the user had not viewed.
Next-Gen Retargeting: metrics and requirements
Metrics we track
- Post-click ROAS
- Post-view sales share
- Impressions per user
- Sales of previously unviewed products
- Incremental sales
What you need to get started
- RTB House tag on product, cart and purchase pages
- A product feed with complete category, stock and price fields
- A brief with frequency and exclusion rules
- A list of other retargeting campaigns running on the same audience
Official sources
The Brand Move RTB House Team
Contact us nowTo learn more about Next-Gen Retargeting or other RTB House ad formats, contact The Brand Move RTB House team today.
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ExploreFrequently asked questions
Next-Gen Retargeting: frequently asked questions
What is RTB House Next-Gen Retargeting?
It is RTB House's personalized retargeting solution. A deep learning model chooses which products to show each past visitor, including products they have not viewed, and bids on the open web; the RTB House team usually runs the campaign and creative.
Are sales of recommended products the user never viewed really extra sales?
Partly. The user might have bought the recommended product instead of another one. So we do not count unviewed product sales as success on their own; we read them together with average basket value and total orders, with a control group where possible.
Can we prepare the creatives ourselves?
RTB House usually produces creatives in-house based on your brand guidelines. We pass on the logo, colors, fonts and campaign message, and check before launch that buttons and the product switching area in interactive formats do not cover the message. If a special campaign visual is needed, we add it to the brief separately.
Will sales drop if we switch from Criteo to RTB House?
There can be fluctuation in the first weeks while the model learns. So we do not swap platforms in one day; we first move one product category or period, compare results, then move the remaining budget step by step.
Why not run RTB House and Criteo retargeting together?
Both would bid on the same visitors, raising your own costs, doubling frequency and counting the same sales twice. For a fair comparison we run them in consecutive periods or on different categories.
Let's run a first Next-Gen Retargeting review together.
In a free call we review your audience, inventory needs and measurement setup, then tell you in writing which platform makes sense to start with.
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