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Remarketing

Remarketing (also known as retargeting) is the tactic of serving targeted ads to people who have already visited or taken action on your website. In terms of technical execution, remarketing is the process of using a javascript tag (known as a pixel) to place a cookie in the user’s browser. The cookie then informs a remarketing platform to serve specific display ads through an ad exchange, based on the pages or products the user has engaged with or searched for on your website or app.

Remarketing can be used to promote a specific product or offering, or to achieve a certain conversion goal such as lead generation. In eCommerce, for example, remarketing ads can be used to recover abandoned carts, by displaying the product the user added to the cart but left the site without purchasing.

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