Remarketing Doesn't Make Sense Anymore

Why It Matters

Brands may be wasting spend and misreading performance by over-investing in remarketing; reassessing allocation and relying on platform optimization can improve efficiency and scale. Marketers should audit measurement practices and audience segmentation to avoid chasing misleading metrics.

Summary

The video argues that remarketing as a standalone tactic no longer makes sense for most advertisers because platforms like Meta already prioritize and allocate budget between remarketing and prospecting to maximize outcomes. Many advertisers cling to remarketing due to seemingly low costs and high ROAS, but those metrics are often inflated by view-through conversions and careless audience segmentation. The speaker says remarketing budgets end up being spent regardless, and poor implementation—lack of defined segments and breakdowns—undermines its value. He recommends simplifying strategy and shifting focus away from dedicated remarketing campaigns.

Original Description

I realize many advertisers swear by it, but remarketing rarely makes sense now. Those who use it do so carelessly. Here's what I mean.