What is remarketing in online advertising?

Remarketing in online advertising refers to a strategy designed to re-engage users who have previously interacted with a brand but did not convert or take a desired action, such as making a purchase. This approach allows advertisers to target these users with tailored ads as they browse other websites or social media platforms. By reminding potential customers of their prior interest and encouraging them to return, remarketing seeks to increase conversion rates and enhance customer retention.

This strategy leverages cookies or tracking pixels to identify users and serve them relevant ads based on their past interactions. For example, if someone visited a website and viewed a product without completing a purchase, they might later see ads for that product while visiting other sites. This targeted approach helps advertisers stay top-of-mind for potential customers and ultimately drive them back to the site to complete their transactions.