Retargeting

Also known as: remarketing (Google's definition)

Retargeting is a method of showing users ads for products and services they have previously viewed or interacted with. Rather than targeting a broad audience, retargeting focuses on users who have already demonstrated some level of interest — visiting a product page, adding an item to a cart, or engaging with a brand's content — and re-engages them with relevant advertising as they browse elsewhere online.

Retargeting takes several forms, with display advertising and email among the most common. Display retargeting typically works by placing a tracking pixel or cookie on a user's browser when they visit a site, then using that signal to serve them relevant ads across other websites and apps. Email retargeting uses behavioural data to trigger or personalize follow-up messages to known contacts.