✅ What Is Retargeting (or Remarketing)?
Retargeting is a strategy that allows marketers to track users who have previously visited their website or interacted with their brand—and then show them relevant ads as they browse other websites, social media platforms, or apps.
This is made possible through technologies like:
- Cookies
- Tracking pixels
- Browser fingerprinting
- Google and Facebook tracking codes
🔍 How Does It Work?
- A visitor lands on your website.
- A cookie or tracking pixel is stored in their browser.
- As the visitor browses other sites, the ad network (like Google Ads or Meta Ads) identifies them.
- The system serves targeted ads to remind them of your brand, products, or services.
🎯 Why Is Retargeting Effective?
- Targets warm leads (people who already showed interest)
- Increases conversions by keeping your brand top-of-mind
- Reduces cart abandonment by reminding users of what they left behind
- Improves ROI compared to targeting cold audiences
📊 Examples of Platforms That Offer Retargeting
- Google Ads (Display and YouTube remarketing)
- Meta Ads (Facebook & Instagram retargeting)
- LinkedIn Ads
- Pinterest Ads
- AdRoll
- Criteo
🔒 Note on Privacy
Due to increasing privacy concerns, retargeting now must comply with data protection laws like:
- GDPR (Europe)
- CCPA (California)
- Apple’s App Tracking Transparency (ATT)
So, marketers must ask for user consent before tracking.