News and analysis
August 03, 2015
PREMIUM CONTENT FOR SUBSCRIBERS. SUBSCRIBE TODAY

Ads That Plug Your Nonprofit ... Again ... and Again ...


The Sierra Club uses a photo of a polar-bear cub to appeal to donors in its retargeting ads, which show up on other sites a user visits after clicking on the nonprofit's website.

You’re probably familiar with a somewhat eerie phenomenon: You search for a product online, then see advertisements for that item later on other sites. The technology has been widely used for years by for-profit companies like Amazon.com to follow...

This content is available exclusively to Chronicle subscribers