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As Americans, I think that we take it for granted. I just came back from Washington, D.C., and it really hit home. I’m standing there, looking at the Capital Building, and thinking, what a great country!

FetchBack’s CEO and founder, Chad Little, had a great idea for a new way to advertise to your website’s visitors. And then he took his idea and made it a reality. He formed a great company that is simply laser-focused on the right way to retarget your lost prospects. I wasn’t there at the very beginning, but I’ve been here long enough to know that it wasn’t easy.

And now that many, many other companies have realized that Chad’s idea was a home run, it isn’t getting any easier. Many companies say that they can “retarget” or “remarket” your lost customers, creating a lot of noise and confusion in the marketplace.  Moreover, there really are very few companies out there that stay true to their original visions, shifting their focus to whatever the latest trend appears to be.

Don’t get me wrong, there have been a lot of opportunities to shift gears along the way; mobile display, prospect-sharing, look-alike modeling and now search retargeting.  We could have branched out in a thousand different ways, but we didn’t because none of them come close to being as vitally important as retargeting.  There is simply too much opportunity to maximize the return on the money that has already been spent on front-end traffic.

Call it being too close to the action or call it a puff-piece, but I’m happy that FetchBack is still ONLY focused on retargeting. By continuing to be laser-focused on retargeting, we’re developing solutions that allow our clients to truly integrate retargeting with their overall digital goals and strategies.  We’re not just stopping at the product level, we’re offering solutions across the entire prospect funnel.

As marketers continue to embrace retargeting and dream up new capabilities, we’ll be there every step of the way, whether it is pixeling an email campaign or finding a new way to utilize dynamic technology that gets smarter with every ad served.  It’s pretty amazing when you think about it; it started with a good idea that sparked a whole new industry – a real-life American business success story!

Chad Little and FetchBack believe that retargeting is the second most important innovation in online advertising.  Where does recapturing lost prospects rank on your list of strategic priorities?