Since Google Ads first launched retargeting in 2010, the evolution of this tactic has shifted tenfold. It’s no longer a question of whether you should use retargeting; it’s how you should use it.

Marin Software has acquired Perfect Audience, the online retargeting platform, in a deal worth $22.8m. The deal, which will include $5.4m in cash and the remainder in common stock, will see Marin ...