Retargeting
Also known as: Remarketing
In short
Advertising aimed at people who have already interacted with a business, such as visiting its website or using its app.
Retargeting reaches people after a previous interaction with a business. The interaction might be a website visit, an app action, or another supported signal. The advertiser uses that context to decide which follow-up message is relevant.
How an audience is formed
A platform uses configured audience rules and eligible signals to place people in a segment. The advertiser can distinguish actions such as viewing a category, inspecting a product, or completing a purchase. Actual availability depends on the platform’s measurement, audience, and policy requirements.
Dynamic remarketing adds product-specific content to this approach. Instead of showing everyone the same reminder, the creative can use items associated with a previous visit.
Audience membership does not mean a person will see an advertisement. Campaign eligibility, auction conditions, and delivery settings still apply.
Illustrative example
A retailer creates a follow-up campaign for visitors who examined its tent range. It uses a message relevant to choosing a tent and reviews whether recent purchasers should be excluded from that acquisition offer.
The campaign is illustrative, not evidence that every visitor needs another advertisement. Repeated exposure can become irrelevant after the need has passed. Also distinguish attributed returning-customer sales from incremental sales: someone already considering a purchase may have returned without the advertisement.