Retargeting Pool Architecture with Suppression That Holds

The first object we build is the suppression file, not a pool. A self-exclusion list refreshes daily on the operator's side and has to reach the bidder inside twenty-four hours. If a stack cannot show that in a log, it is not a stack we will operate, and that is the shortest conversation we have with a prospective client. Pool taxonomy: Pools are cut on intent depth first and recency second, in that order, because a visitor from yesterday and a registrant from yesterday are not the same person to the media. Visited-not-registered runs on three and seven day windows. Registered-not-funded is the pool worth the money and it is worth it in the first seventy-two hours; after that it decays into a general awareness pool wearing a performance label. Funded-lapsed runs fourteen, thirty and ninety. Past ninety days it belongs to CRM and we will say so rather than bill display budget against it. Declared duration is not real duration: Brazilian traffic is mobile-web heavy, a large share of referral traffic arrives through in-app browsers where nothing persists, and browser storage limits cut most of what remains. A thirty-day pool declared in the interface is frequently a seven-day pool in behaviour. We measure the pool's actual persistence curve over the first fortnight and rebuild the windows against what we find, which usually means fewer and shorter pools than the plan asked for. Frequency, where most stacks quietly break: Four pools each capped at three impressions a day is twelve impressions a day to one person, and that person is the one most likely to have already registered. Caps go on per pool and again globally, and the global cap has to be enforced somewhere that can see every pool. That is why retargeting lives in a single DSP. Frequency does not federate across seats, and splitting retargeting between two platforms to keep both vendors comfortable is the most common self-inflicted wound in this discipline. Suppression beyond self-exclusion: Converters leave the pool within the hour, not overnight. The deposit-match creative served to somebody who funded this morning is the impression that generates the complaint. Active bonus holders come out. Anyone in a market where the operator's licence position has changed comes out that day, and that requires somebody watching the licence position, which is part of the retainer rather than an assumption about your team. Creative to pool mapping: One offer per pool, and the offer differs by pool rather than by week. The pool that has never registered does not receive the reload bonus. This reads as obvious and it is wrong in most accounts we inherit, usually because creative was mapped by flight rather than by audience and nobody revisited it. What is not included: CRM, email, SMS and push, all of which will outperform display on the lapsed pools and should be given them. Onsite personalisation. Consent management platform implementation, though we will specify exactly which events must fire and under which consent state. We do not build audiences from data your consent language does not cover, and we will read that language before building. Who this is not for: Anyone buying always-on remarketing as a permanent line item. Pools decay, and a permanent line is a permanent frequency problem with a budget attached. Operators who want a self-excluded player reachable under any framing, service message or retention message included. Teams who want the pool structure delivered as a document rather than built and audited inside the seat, where the difference between the diagram and the account is the whole job.