During App Promotion Summit Berlin 2024, Peggy Anne Salz met with leading app professionals to discuss the most recent advancements, trends, and innovations in the industry. In this episode of App Talk, Peggy and Pan Katsukis from Remerge discuss the ever-evolving and always-exciting world of retargeting.

In the interview, Katsukis emphasizes that, even with the recent changes to privacy regulations and attribution, retargeting remains a vital tactic in the app marketer’s toolkit. He highlights that Remerge has shifted away from individual user targeting to audience segmentation in order to ensure compliance with frameworks like Apple’s ATT and Google’s Privacy Sandbox. By focusing on groups of users with shared behaviors, Remerge remains competitive and efficient without relying on personal identifiers.

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A key innovation for the Remerge team has been their Incrementality Impact methodology, which helps marketers measure the true lift of their campaigns. This tool blends retargeting with user acquisition strategies, allowing businesses to optimize their spending and improve ROI even in data-constrained environments. Katsukis stresses that actionable insights remain achievable, even with reduced user-level data.

Retargeting is making a comeback: Why it matters now with Pan Katsukis, CEO and Founder at Remerge

Source: App Promotion Summit via YouTube

Marketers must adapt by tracking meaningful post-install events, such as user registrations or in-app purchases, to better understand their audience. Katsukis encourages early testing of tools like Privacy Sandbox APIs to stay competitive and create campaigns that work within new privacy guidelines. Audience-based approaches are no longer optional — they are essential, he further stresses.

Retargeting remains critical for driving profitability by re-engaging users already in the funnel. Remerge’s CEO further points out that this strategy reduces acquisition costs and maximizes user lifetime value. By focusing on existing customers, marketers can unlock growth while respecting privacy standards.

Success in this evolving space demands resilience and foresight. Katsukis likens the process to running a marathon: preparation, adaptability, and persistence are crucial. With the right mindset and strategies, marketers can navigate these changes and achieve lasting results.

Watch the full App Talk interview here to unlock all of  Pan Katsukis’s tips and insights.