User:Stevenm7/sandbox

Overview
Merchenta is a company that specialises in personalised display retargeting. Retargeting is a form of online marketing where advertisements are presented to customers who have previously visited the retailer’s site, but did not complete a purchase, to try and drive consumers back to the retailer’s website. Merchenta, thru their dynamic IntelliAds and Insight Engine, analyses consumer behaviour in real time to identify the optimal point to deliver personalised display advertisements for each unique consumer to maximize retailers’ revenues and increase conversion rates. Merchenta works on a performance based pricing structure (CPA), with no upfront advertising costs, and gains a commission only when a product is purchased through one of their ads. Merchenta has a client base that extends throughout Europe and the U.S. The company is headquartered in London, UK with offices in Poland.

Products
Merchenta primarily specialises in display behavioural retargeting and advertising. Merchenta presents personalised display advertisements to each individual customer based on customer preferences, recently viewed products, and their overall purchasing habits. Each display ad is tailored to the individual customer.

IntelliAds- Each Merchenta IntelliAd factors in the combination of product, consumer, time & place to deliver personalised retargeting ads in real time. These ads can be re-styled and re-branded on the fly and are available in a diverse set of language packs (English, French, Italian, Spanish German, Polish) and world currencies.

Merchenta is unique in that it operates on a CPA (cost per acquisition) as opposed to the more popular CPC (cost per click). Performing on a CPA means that Merchenta purchases all the advertising costs and only charges retailers a commission when one of Merchenta’s ads leads to a sale. In contrast, most other retargeting companies work on a CPC meaning retailers have to pay commission every time an ad is clicked on, regardless if the ad actually leads to a sale. Merchenta provides all of its display ads including expandables, carousels and video units. Merchenta is able to engage with over 70% of US, UK & European online consumers due to its’ access to billions of page views each month across a variety of networks.

Clients
Merchenta has clients ranging from a diverse set of industries-telecoms, retail, fashion and publishing. Some of Merchanta’s clients include Clogau Gold, Famous Footwear, Furniture Village, Harveys, ElectricShop.

Directive on Privacy and Electronic Communications
On May 26, 2012 the EU will begin to enforce the Directive on Privacy and Electrical Communications, also known as the E-Privacy Directive. Under this directive, websites must inform individuals of any tracking that takes place on the site and must gain consent before proceeding with the tracking. This new initiative has a direct effect on the retargeting industry, as well as online stores, since most retargeting companies use behavioural tracking methods (cookies) to directly re-engage consumers with products they recently viewed. Merchenta does not use cookies for its behavioural tracking.

Achievements/Awards
Merchenta has been shortlisted for the 2012 Performance Marketing Awards for their work with behavioural retargeting using video.