What is retargeting in digital advertising?

Retargeting in digital advertising refers to the practice of showing ads specifically to individuals who have previously visited a website or interacted with a brand but did not make a purchase or complete a desired action. This approach utilizes cookies or tracking pixels to identify these past visitors and serves them relevant ads as they browse other sites or platforms online. The objective of retargeting is to remind potential customers of the products or services they showed interest in and encourage them to return, ultimately converting them into paying customers.

This strategy leverages the familiarity that previous visitors have with the brand, making it a powerful tool for increasing conversion rates and optimizing advertising efforts. Through effective retargeting, advertisers can tailor their messages based on users' past interactions, which enhances engagement and the likelihood of a sale.