Retargeting

Retargeting, also known as remarketing, is a form of online advertising that targets people who have previously interacted with a brand but did not convert. It relies on tracking technologies such as cookies, pixels, or device identifiers to monitor user behavior across websites and apps. When a user visits a site, a tag can place an anonymous identifier on the browser, enabling ad networks to serve targeted ads as the user browses elsewhere or returns later.

Retargeting can be implemented through several channels. Website or display retargeting shows ads across participating sites after an initial visit. Search retargeting serves ads on search engine results pages based on past site visits. Social media retargeting displays ads on platforms like Facebook, Instagram, or LinkedIn. Email-based remarketing sends messages to users who abandoned carts or browsed products, often coupled with incentives. Dynamic retargeting tailors creative to the specific products or content viewed.

Audience segmentation is common, with audiences defined by actions such as cart abandonment, page depth, or time since last visit. Core metrics include click-through rate, conversion rate, return on ad spend, and view-through conversions. Best practices emphasize limiting ad frequency, delivering relevant creatives and offers, excluding recent purchasers, and testing variations to optimize performance.

Privacy and regulatory considerations are important. Tracking requires user consent in many jurisdictions, and users can opt out through browser settings or platform controls. Regulations such as GDPR and CCPA govern data collection and usage, influencing how retargeting is implemented and disclosed. Cross-device measurement remains a challenge, and ad fatigue or misaligned messaging can reduce effectiveness.