Retargets

Retargets refer to audiences created for retargeting campaigns in online advertising. The term describes individuals whose prior online actions indicate interest in a brand, product, or service, making them candidates for follow-up messages. Retargets can also denote the practice of applying retargeting to those audiences.

Data collection and segmentation: A tracking tag, pixel, or SDK records interactions such as website visits, product views, or cart activity, and assigns a persistent identifier to the user. This data is used to build audience segments, which are stored in an ad-tech platform or demand-side platform (DSP). During later sessions, ads are served to these identifiers on publisher sites or apps, often with frequency controls to avoid excessive repetition.

Common types: Site retargeting targets visitors who left a site without converting. Search retargeting targets users who have shown intent through search activity but may not have visited the site. Social retargeting uses audiences on platforms like social networks. CRM or email retargeting leverages data from a brand’s customer database to reach known customers. Retargets can be adjusted for demographics, behavior, or product category.

Privacy and limitations: Retargeting relies on cookies, device IDs, and similar identifiers, raising privacy concerns and subject to regulations such as GDPR and CCPA. Some browsers block third-party cookies, and regulations encourage transparent notices and opt-outs. Cross-device attribution remains challenging.

Effectiveness and measurement: Retargeting can improve conversion rates and ROI when combined with frequency rules and compelling ad creative, but results vary by product, funnel stage, and audience quality. Metrics include reach, frequency, click-through rate, conversion rate, and return on ad spend.