Retargeting has always been part of the game. Now it's a game-changer.
In this Q&A, Cameron Thom, Chief Revenue Officer at Adikteev, and Xavier Bourlard, Growth Director for Digital Ad Products and Retargeting at Rocket Lab, explore how retargeting drives real results when it’s treated as a long-term, always-on strategy.
They break down what makes this partnership work, why many campaigns still fall short, and how to bring users back without pushing them away.
From smarter segmentation to sustainable growth, this conversation is full of insights that challenge the typical way apps think about retargeting.
Let’s get into it. 👇
What makes the partnership between Rocket Lab and Adikteev strategic, and what does this union offer as a differential for our clients?
Xavier Bourlard (Rocket Lab):
At Rocket Lab, we see retargeting as a powerful and essential tool for apps who are looking to go deeper than User Acquisition and focus on user LTV and ROI. A campaign that runs in isolation can only go so far. What makes this partnership so valuable is that we’re not just running media. We’re building strategies that connect the right users with the right message at the right moment, and Adikteev brings the tech that helps us execute that vision with precision.
From the start, we work closely with their team on everything from creative direction and segmentation to budget distribution and performance goals. It’s not about turning something on and waiting for results. There’s a lot of thought, testing, and adjustment behind each campaign, and that’s what makes it work.
Cameron Thom (Adikteev):
What we value most about working with Rocket Lab is the strategic depth they bring to every campaign. They’re involved in the planning, they understand what each brand needs, and they make sure everything is aligned with real business goals. That makes a huge difference in how our platform performs.
Our algorithms are strong, but the best results come when there’s clear direction and a solid strategy guiding everything. Rocket Lab makes that possible. Together, we build campaigns that are more focused, more relevant, and more connected to long-term growth.
Their combined take:
This partnership works because it brings together two sides of the same goal. Rocket Lab focuses on strategy and full-funnel vision. Adikteev powers the delivery and optimization. For clients, that means campaigns that aren’t just well-executed, but built to deliver real, sustainable results.
Why is retargeting such a critical piece of mobile growth today?
Xavier Bourlard (Rocket Lab):
Because user acquisition alone doesn't guarantee growth. What really matters is what happens after the user downloads the app. That’s where retargeting comes into play and gains its power. It helps bring people back, reactivates those who lost interest, and supports ongoing engagement. Without that layer, brands end up spending more to acquire users without making the most of the ones they already have.
Retargeting is not only efficient, it's also directly tied to better monetization. It allows us to personalize messages based on user behavior and guide them toward valuable actions, from completing a purchase to re-opening the app. That level of relevance makes a big difference in performance and return on investment.
It’s also one of the most cost-effective ways to grow. Acquiring a new customer can cost five to seven times more than retaining an existing one (Forbes), and studies show that increasing retention by just 5% can boost profits by 25% to 95% over time (Harvard Business). In a mobile-first world where users download and abandon apps constantly, retargeting is a smart way to fight churn and stay top of mind.
For apps looking to grow sustainably and long-term, retargeting has to be a core part of their strategy.
How do Rocket Lab and Adikteev complement each other operationally, from strategy to execution?
Xavier Bourlard (Rocket Lab):
At Rocket Lab, we take a consultative approach. Our goal is to help each brand develop a strategy that aligns with its growth objectives. This involves understanding the business, defining the right audience segments, shaping the creative direction, and ensuring retargeting aligns with the overall app growth plan. We also provide local insights, budget recommendations, and connect retargeting with other channels, such as Apple Ads, OEM, or UA.
Throughout this process, we stay in close contact with the Adikteev team. Everything we learn from the brand is shared with them to guide execution. This way, campaigns are built on what the client really needs, not just what the tech can do.
Cameron Thom (Adikteev):
Once the strategy is clear, we bring it to life on our platform. We handle the technical setup, audience matching, pacing, bidding, and optimization. We also provide feedback on what’s possible to improve results and scale campaigns based on performance trends.
We work side by side with Rocket Lab to make sure execution always reflects the goals we set together. The communication between our teams helps everything move faster and more efficiently.
Their combined take:
This is a collaborative process from beginning to end. Rocket Lab focuses on building the strategy and leading the relationship with the brand. Adikteev takes care of execution and optimization. Each team brings its strengths, and by working closely, we deliver better outcomes.
The key to this execution is constant feedback and shared insights. Rocket Lab brings input from the brand, and Adikteev brings platform knowledge and performance signals. This back-and-forth creates real synergy, helping us improve decisions and maximize results throughout the campaign.
How do Adikteev’s algorithms ensure relevant and personalized ads — and how do you avoid being invasive or annoying to the user experience?
Relevance is at the center of everything we do. Our algorithms are designed to analyze user behavior and predict when, where, and how a message will be most effective. That means we’re not just retargeting for the sake of visibility. We’re identifying the moments when a user is most likely to re-engage and delivering the right creative to match that intent.
We also use dynamic creative technology to personalize the content based on each user’s in-app actions. Whether someone viewed a product, paused at checkout, or stopped engaging entirely, the messaging they receive reflects that context. This helps us stay useful rather than disruptive.
Therefore, avoiding an annoying experience all comes down to control and precision. We set frequency caps, apply strict pacing rules, and constantly monitor performance to make sure ads don’t become noise. At Adikteev, we believe that it is not about showing more ads but rather about showing the right ad to the right user at the right time.
What’s one common mistake apps make when it comes to retargeting?
Cameron Thom (Adikteev):
One of the biggest mistakes we see is treating retargeting as a quick fix. Some brands expect immediate results by activating a few audiences and creatives, but that usually leads to short-term gains at best. Retargeting isn’t just about reactivation. It’s a long-term play that requires planning, testing, and optimization to really work.
Another common issue is spending budget on users who would come back on their own. That might increase short-term numbers, but it doesn’t add real value. What works is identifying users who are slipping away and building smart, well-timed ways to bring them back. That’s where retargeting has the most impact.
The biggest shift comes when brands stop seeing retargeting as a channel that chases people. It’s not about pressure. It’s about relevance, personalization, and timing. When that mindset changes, everything performs better.
Xavier Bourlard (Rocket Lab):
We see this too. Many brands still think of retargeting as something you activate during big promos or high season. But when it’s treated like a one-off tactic, you miss what makes it truly powerful. Retargeting needs time to learn, improve, and respond to user behavior. It’s not plug-and-play. It’s a process. That’s why we also work closely with our clients to help them understand that retargeting isn’t a short-term fix, but a strategic layer that pays off when it’s given the time to evolve.
At Rocket Lab, we encourage a shift in mindset. We approach retargeting as a long-term, always-on strategy. It’s a key layer in a sustainable media plan that supports the entire growth funnel, not just isolated moments. From activation to retention, retargeting can keep the app present in the user’s mind and adapt to changes in their behavior over time.
We already know these users are qualified. They installed the app, showed intent, maybe even completed a transaction. Letting that audience slip away is a missed opportunity. A consistent retargeting strategy helps turn that interest into long-term value.
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Some brands believe users will come back organically if they’re really interested. How does retargeting complement organic behavior and drive incremental results?
Cameron Thom (Adikteev)
It’s a common belief that if users are truly interested, they’ll come back on their own. And while that might happen in some cases, relying only on organic behavior is a risk. The mobile environment is crowded, users are constantly pulled in different directions, and attention spans are shorter than ever. Even those with strong intent can lose interest, get distracted, or simply forget. In an ecosystem designed to offer endless alternatives, it’s easy for a brand to get lost in all the noise.
This is where retargeting steps in, not to replace organic behavior, but to support it. Retargeting helps fill the gaps that organic alone can’t cover. It allows brands to monitor user signals, detect moments of hesitation or drop-off, and respond with relevant messages that guide users back before the window of interest fully closes.
Rather than assuming users will return, retargeting makes sure they have a reason to. It can re-spark intent, remind users of value, or encourage them to complete actions they were already considering. In this way, it complements the natural user journey by making it more intentional and less reliant on chance.
That’s what powers true incremental results. Retargeting brings back users who wouldn’t have returned otherwise, not just those already on their way. It doesn’t inflate metrics with users who were coming back anyway, but identifies the ones who are slipping through the cracks and gives them a reason to re-engage.
When integrated into a broader strategy, retargeting multiplies the impact of organic acquisition. It helps brands make the most of every user, stretch budgets further, and build deeper, longer-lasting relationships across the user lifecycle.
How does retargeting complement Rocket Lab’s full-funnel app growth strategy?
Xavier Bourlard (Rocket Lab):
Retargeting is a fundamental part of Rocket Lab’s full-funnel strategy because it allows us to act with precision. We don’t see it only as a way to bring users back. We see it as a way to understand where value is created, recognize behavior patterns, and apply the right action at the right time.
As an app growth partner, our role is to orchestrate performance across the entire user journey. That means using retargeting not in isolation, but as part of a coordinated strategy that connects attraction, acquisition, engagement, and reactivation. We rely on advanced segmentation, continuous learning, and real-time data to guide decisions that go beyond surface-level metrics.
This approach also helps us focus our spending where it matters most. Not all users hold the same value or respond the same way, so retargeting allows us to prioritize based on behavior, intent, and potential. It’s a smarter, more cost-effective way to drive growth.
What makes the difference is how retargeting works together with everything else. When planned alongside UA and engagement strategies, it stops being just a recovery tactic and becomes a key driver of lifetime value. It helps create smoother transitions between stages, reinforces brand messaging, and brings more intention to every user interaction. This connection is what turns fragmented efforts into a system built for real growth.
Retargeting also feeds valuable signals back into the full-funnel process. The insights we gather from re-engagement behaviors help inform acquisition strategies, creative decisions, and even audience building. It’s not just an endpoint. It’s a source of intelligence that strengthens the entire growth engine.
This strategic approach is what allows Rocket Lab to deliver sustainable results, not just quick wins. It’s one of the main reasons brands choose to work with us. They’re not just looking for media execution. They’re looking for a partner who can build a clear, measurable, and effective growth strategy across the entire funnel.
Your retargeting strategy shouldn’t be an afterthought.We’re here to help you make it a growth engine. Contact Rocket Lab or Adikteev to get started.
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