Retargeting (online advertising)

What is meant by retargeting?
 

Retargeting (also known as remarketing) is a targeted advertising practice in online marketing in which ads are served to Internet users who have previously visited a website or specific content, but without taking a desired action, such as making a purchase or signing up.

The principle of retargeting is based on the fact that many visitors to a website do not become customers immediately, but often require several touchpoints or interactions before they complete a conversion. By placing cookies or similar tracking mechanisms, advertisers can identify these users and later target them with targeted advertising when they visit other websites on the Internet.

Sequence of a Reargeting Process:
 

1. a user visits a website or certain pages of an online store, but shows no interest in buying or registering.

2. a retargeting tag (an invisible pixel or JavaScript code) is placed on this website and sets a cookie in the user's browser.

3. the user leaves the website and visits other websites on the Internet.

4. with the help of the cookies set, advertisers can identify this user when he visits other websites that offer advertising space for retargeting ads.

5. at this point, the user is shown a targeted ad with the products or content he has previously viewed on the visited website. The goal is to reignite the user's interest and get them to return or complete the conversion.

Conclusion
 

Retargeting is an effective way to increase conversion rates and drive engagement with potential customers, as ads are customized based on the user's previous interests and behavior. However, it is important that retargeting is used ethically and appropriately to avoid a negative user experience or feelings of "stalking." Privacy considerations should always be taken into account, and users should have the option to disable tracking if they wish.