Retargeting
A technique that serves ads to people who have previously visited your website or engaged with your content.
Retargeting (also called remarketing) is a digital advertising technique that serves ads to users who have previously visited your website, used your app, or engaged with your content.
**How Retargeting Works:**
1. A tracking pixel is placed on your website 2. When users visit, a cookie is placed in their browser 3. As they browse other sites, your ads can be served to them 4. The ads remind them of your brand and encourage return visits
**Types of Retargeting:**
• **Site Retargeting**: Target all website visitors • **Segment Retargeting**: Target visitors to specific pages (pricing, demo) • **Email Retargeting**: Target based on email engagement • **CRM Retargeting**: Target known contacts from your database • **Account Retargeting**: Target specific companies
**B2B Retargeting Best Practices:**
• Segment audiences by funnel stage • Customize creative for each segment • Implement frequency caps to avoid ad fatigue • Exclude converted leads and customers • Use sequential messaging to tell a story • Measure view-through conversions
**The Future of Retargeting:**
With third-party cookie deprecation, retargeting is evolving toward first-party data, contextual targeting, and identity solutions. Building first-party data assets is increasingly critical.
Related Terms
Programmatic Advertising
The automated buying and selling of digital advertising using data and algorithms.
B2B Advertising
Paid promotional activities designed to reach and engage business decision-makers across digital and traditional channels.
Display Advertising
Visual ads (banners, rich media) placed on websites, apps, and social media platforms.