Rokt can also tailor the offers that shoppers see based on their behavior. Buchanan said Rokt’s engagement rates range from five to 15 percent, higher than standard click-through rates.

“In just one or two messages, you can double the profitability of that customer,” she said. “We help match the right upsell, the right offer [and] the right message.”

Sometimes that means not showing any offers to shoppers, she said. For example, if a repeat shopper continuously does not click on ads, Rokt can suppress ads from being shown to that person. 

In one example of how Macy’s is working with Rokt, Macy’s tested text-only ads that had higher engagement than ads featuring images or brand logos, said Macy Media Network’s Krans.

Macy’s is also working on ways to use Rokt’s technology to promote Macy’s credit card as a payment option on Macys.com. 

“They’re able to read our first-party, customer data and they’re able to make a decision in real-time that a customer is most apt to act on based on past browsing behaviors,” he said.