Segments are created to hold groups of users, for e.g. retargeting (sometimes called remarketing) purposes. Segments are created in Assets / Segments, and sizes of existing segments are shown in Supply / Segment Statistics. Segment invocation scripts are extracted in Assets / Tracker Invocations.
The most common use and purpose of retargeting is to stay top of mind of consumers and drive action and conversion.
Retargeting scripts are used to assign users onto retargeting lists. These lists are later used to gain insights into user behaviour and for targeting purposes. With retargeting affinity reporting, sites are presented that has a relatively high ratio of retargeting list users. This information can be useful when understanding the advertiser's audience and where they are found on the Internet.
A segment can optionally be given a path, to indicate that it will collect users only visiting a certain subpage of a domain. This makes it possible to collect several segments from only one segment invocation, just attached segments with path defined as contained to the segment whose invocation script is placed on the website.
Retargeting scripts are created from the administration interface and placed on the advertiser site to fire when a user should be put on a list. Retargeting scripts can be created with a path assigned to it, meaning it will only be applied if the script is fired from a site where the path part of the URI starts with what is set on the script. If no path is set, all paths are accepted. Paths are given with an opening forward slash.
Remarketing lists from external systems such as Doubleclick can unfortunately not be transfered into ASX.