What does the term 'retargeting' refer to in advertising?

Retargeting in advertising specifically refers to the practice of targeting users who have previously interacted with a brand or website. This strategy is designed to re-engage these users by displaying ads to them as they browse other sites or use social media platforms. The main objective is to remind these potential customers of the brand or product they showed interest in previously, encouraging them to return and complete a desired action, such as making a purchase or signing up for a service.

This method enhances the chances of conversion by reaching out to an audience that has already exhibited a level of interest, making them more likely to respond positively to the follow-up ads. Retargeting utilizes various data tracking technologies, including cookies and pixel tracking, to identify and serve ads to these users across their online journeys.