Retargeting is a form of online targeted advertising which is used on specific users. These types of users include those who have already visited a website and/or a contact in a websites database.
There are two main types of retargeting: pixel-based and list-based.
- Pixel-based retargeting – is the process of re-displaying marketing material to any anonymous site visitor. This is done by placing a cookie on a users browser when they visit a website. Upon leaving the website, that cookie notifies retargeting platforms to serve specific ads based on the pages the user visited on the website.
- List-based retargeting – is the process of targeting users whose information is already available in a company’s database. Email addresses of existing users are uploaded into the company’s campaign database to allow ads to be served only to those users.
Retargeting ads are served through third-party networks such as the Google Display Network and Facebook, giving businesses the opportunity to reach out to potential customers on a multitude of websites.
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