# Which display advertising platforms have the best audience targeting and retargeting?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Hey G2 community, here is the cross-vendor question: which display advertising platforms actually have the best audience targeting and retargeting once real campaigns run in practice? </p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Comparing<a class="a a--md" elv="true" href="https://www.g2.com/categories/display-advertising"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/display-advertising">display advertising</a> software on G2, the big ecosystem platforms and the independent ones approach targeting very differently:</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/the-trade-desk/reviews"><strong>The Trade Desk</strong></a> (4.4, 180+ G2 reviews): an independent platform that buys ads across the open web rather than inside one company's ecosystem. Targeting and retargeting each rate 91% on G2's feature data, the strongest pairing in this comparison.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/amazon-amazon-display-ads/reviews"><strong>Amazon Display Ads</strong></a> (4.4, 30+): its targeting is built on what people actually browse and buy on Amazon, real purchase data rather than inference. Targeting and retargeting each rate 90%, with geo-targeting at 94%.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/google-marketing-platform/reviews"><strong>Google Marketing Platform</strong></a> (4.1, 300+): includes Display &amp; Video 360, Google's ad-buying tool, with reach across YouTube and the Google ad network that no independent platform matches. Targeting and retargeting rate 86%.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/criteo-commerce-growth/reviews"><strong>Criteo Commerce Growth</strong></a> (3.8, 240+): made its name on retargeting, showing shoppers the products they viewed but did not buy. Its retargeting rates 89% on G2's feature data.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">And the question that matters most right now: as privacy rules make user data scarcer, whose retargeting kept working on your campaigns, and whose audiences quietly shrank?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p>

##### Post Metadata
- Posted at: 21 days ago
- Author title: Tech Consultant
- Net upvotes: 1


## Comments
### Comment 1

&lt;p&gt;I’d also look at how quickly retargeting pools become useful. The Trade Desk may offer broader reach, while Amazon has stronger purchase signals, but neither matters much if a campaign takes weeks to build an actionable audience. That threshold can make a big difference for smaller campaigns.&lt;/p&gt;

##### Comment Metadata
- Posted at: 21 days ago





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