What is Retargeting?

Retargeting is showing ads to people who have already interacted with your business — visited your website, used your app, or seen a previous ad — to bring them back and convert interest into action. It works because it focuses spend on audiences who have demonstrated intent.

Cross-channel retargeting is one of omnichannel advertising’s biggest advantages: a viewer who saw your streaming TV ad can later be reached with a display banner or search ad that continues the story.

Privacy changes are shifting retargeting from third-party cookies toward first-party data and contextual signals, which makes owning your customer data increasingly valuable.