Retargeting
Retargeting
A technique that shows ads to people who previously visited your site, even while they're browsing other websites
In Simple Terms
Retargeting is a method of showing ads to people who have already visited your website, even while they're browsing other sites or apps. It works by tracking visit history through cookies or app identifiers, then showing ads for products they previously viewed when they go elsewhere online. Past visitors are generally considered more likely to buy than people with no prior interest in your site, which is why many businesses use this in their online advertising. To avoid feeling intrusive, frequency caps are often applied to limit how many times the same ad appears.
Behind the Name
The term comes from the English word "Retargeting." It combines "Re" (again) and "Targeting" (deciding who to aim at). The name reflects the idea of targeting people who have already visited your site — reaching them a second time with ads.
Take a Closer Look!
Retargeting (also commonly called remarketing) is a marketing technique that shows ads to people who have previously visited your website, while they're browsing other sites or apps.
When someone visits a site for the first time, they rarely make a purchase right away — most people leave before buying.
This is where retargeting comes in.
By using browser cookies, app identifiers, or platform data, visit history is recorded.
Then, when that person browses a news site or social media, if the ad slot and targeting conditions are met, they'll see ads for products they previously viewed.
Showing ads to people who have already visited is generally considered far more likely to result in a purchase than showing them to people with no prior interest.
That's why retargeting is widely used as a highly effective tool for boosting sales in online advertising.
However, seeing the same ad follow you around can feel intrusive.
To address this, frequency caps are applied to limit how many times the same person sees an ad, keeping the experience from feeling too pushy.