retargeting

Retargeting is a type of online advertising whereby companies focus on particular audience members for promotions based on users' prior Internet search history or site visits.

Retargeting is an online advertising strategy that involves serving website visitors advertisements based on their prior Internet use.

Retargeting allows a company to connect with a website visitor who has left the site without making a purchase. The strategy involves using cookies, which the website puts on the visitor's hard disk so that it can remember something about the visitor at a later time.

The goal of retargeting is to convert passive site visitors into active customers by displaying advertisements for products or services the visitor previously searched for. Companies often employ the services of a firm specializing in retargeting efforts to retarget potential customers with promotions across multiple sites.

This was first published in September 2013

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