Hi @Clayton_Collins and @chratcliff
That is a great question! I took a few minutes this morning with one of our data managers and he gave me a couple of industry notes to share.
Some of the more well-known keyword search retargeting companies are: Adroll, Criteo, Simplifi, Magnetic, and Captify. In terms of pricing models, many of these companies pay on a CPM basis for impressions served when utilizing the publisher’s data. These CPM’s can range anywhere from $0.10 on the low end to $10 on the higher side. Much of this depends on the search categories that are in demand at the time. Categories in higher demand will generate higher CPM’s and can include: Travel, B2B, Seasonal, Home and Garden, CPG, Automotive, etc.
As far as landmines are concerned, we would simply say that such data acquisitions are still relatively new to many publishers and are growing rapidly within many companies throughout the industry. Always make sure that you have a complete and total understanding of what you are signing on for and the proper terminology for anything that a company may be asking of you.
Thank you for sharing and please do not hesitate to reach out with any further questions!