Standard and dynamic retargeting performance during opt-in and opt-out cookie regimes

We created 216 ads on Google and 216 ads on Facebook in 2021, during the cookie opt-out regime and the same distribution of ads sets in 2022, once the new opt-in legislation in the Czech Republic came into force. For each advertising platform, both standard and dynamic campaigns were delivered with default and custom retargeting audiences. The advertiser we were cooperating with was unwilling to turn off all other forms of advertising except dynamic remarketing due to a potential income decrease. For this reason, the experiment ran on the assumption that all other forms of advertising are constant, and both exposed users and a control group of users are exposed to these forms of advertising. The exposed group of users was targeted by dynamic retargeting, and the control group was not exposed to this type of automatic advertising. Therefore, a series of A/B ad tests were set up, which ran simultaneously to avoid external influences and ensure that both groups were exposed to these potential influences simultaneously.