Retargeting, also called remarketing, is an online advertising technique that shows ads to people who have previously visited a website or interacted with a brand. It aims to bring back visitors who did not convert on their first visit.

Retargeting works by placing a cookie or pixel on the visitor's browser, which then triggers ads on other sites or social platforms. It is effective because it targets people already familiar with the brand, increasing the likelihood of conversion. Frequency capping and segmentation help avoid ad fatigue.

Key points

• Ads shown to previous visitors
• Uses cookies or pixels
• Targets warm audiences
• Requires frequency control