Retargeting is ‘where the puck is going’ in mobile advertising

SAN FRANCISCO — Mobile marketers are spending a lot more time these days thinking about retargeting mobile users with mobile ads. The goal is to get people who have already downloaded their app to come back and use it regularly.

Traditionally, mobile marketers (like app developers) have spent the majority of their ad spend on simply acquiring new customers to install their app. But that’s increasingly expensive.