Every marketer knows the old adage: It costs much more to get a new customer than to keep an existing one.How much more may vary, but the principle holds true, and it's the basic idea behind retargeting.So why is retargeting still overlooked and underfunded by almost every app marketer?Because too many are trying to do retargeting all on their own - in-house or through self-service - and it's creating a self-fulfilling cycle of less-than-optimal value.
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