Retargeting is a targeted marketing strategy in which advertising campaigns are delivered to users who have already shown interest in a particular product or service. These users have previously visited a website or clicked on an advert, but have not made a purchase or performed a desired action. Retargeting uses cookies and other tracking technologies to track the behaviour of users on a website or advertising platform. Based on this information, targeted adverts are delivered to these users in order to bring them back to the website and encourage them to complete a desired action.

Retargeting campaigns can be carried out in various ways, such as via display adverts, search engine marketing (SEM), email marketing or social media marketing. The adverts are often linked to specific offers or incentives to motivate the user to visit the website again and lead them to conversion. The aim of retargeting is to re-target the user on the customer journey and encourage them to convert, which they did not complete on their first visit. Retargeting can be very effective as it targets users who have already shown some interest and are therefore more likely to convert.