Email Retargeting for Advertisers

Contents

1. Overview
2. Campaign Creation
3. Exclusion list
4. Retargeting Tag

Overview

Traverse Email Retargeting allows us to deliver your creative in a publisher-branded email directly to the anonymous users that have abandoned your site.

Campaign Creation

Creating campaigns programmatically is not yet supported.

In the meantime, please contact us and we will provide you a campaign ID.

Exclusion List

Before sending any email, Traverse needs access to your unsubscribes so that we can respect users who have opted out. We support turnkey integrations with platforms such as Optizmo, UnsubCentral, and many ESPs, and are always adding more.

For details, please reach out to your account manager.

Retargeting Tag

Load our tag from the following URL:

https://static.traversedlp.com/v1/retargeting.js

For example:

<script src="https://static.traversedlp.com/v1/retargeting.js" type="text/javascript"></script>

This instantiates a TraverseRetargeting singleton. After initializing it, you can include a user in a campaign. If you would like to later exclude that user, you can call the exclude method.

Initialization

Before using the TraverseRetargeting singleton, it must be initialized with your advertiser ID:

TraverseRetargeting.init({
  advertiserId: "YOUR-ADVERTISER-ID-HERE"
});

Inclusion

To include a user in a campaign, use the include method:

TraverseRetargeting.include({
  campaignId: "YOUR-CAMPAIGN-ID-HERE"
});

Exclusion

To exclude a user from a campaign, use the exclude method:

TraverseRetargeting.exclude({
  campaignId: "YOUR-CAMPAIGN-ID-HERE"
});

Example Code

The following is an example of the full code used to include a user in a campaign. Please be sure to replace the ALL-CAPS-STRINGS with your advertiserId and campaignId.

<script src="https://static.traversedlp.com/v1/retargeting.js" type="text/javascript"></script>
<script type="text/javascript">
TraverseRetargeting.init({
  advertiserId: "YOUR-ADVERTISER-ID-HERE"
});
TraverseRetargeting.include({
  campaignId: "YOUR-CAMPAIGN-ID-HERE"
});
</script>

Advanced Usage - Advertiser Properties

In addition to the campaignId, an advertiserProperties parameter may be passed to the retargeting tag. The advertiserProperties is used to provide additional context about the inclusion, and is typically used by advertisers who consume campaign requests.

The advertiserProperties object may be used like so:

TraverseRetargeting.include({
  campaignId: "YOUR-ADVERTISER-ID-HERE",
  advertiserProperties: {
    foo: "bar",
    baz: 1
  }
});