Retargeting is a digital advertising strategy that focuses on reaching users who have previously interacted with a website or app. The aim is to rekindle their interest and increase the chances of them completing a desired action, such as making a purchase or filling out a form.
When combined with programmatic advertising, where ads are automatically bought and sold in real time, retargeting becomes even more powerful. By using data and algorithms, advertisers can identify users who have shown interest in their product or service and then deliver relevant ads to them across platforms and devices.
An interesting aspect is Behavioral Retargeting, where users' behaviors and activities on websites are analyzed to create more personalized ads. In addition, there are other types of retargeting, including Search Retargeting which is based on users' search behaviors and Dynamic Retargeting which customizes ads based on products the user has viewed.
Retargeting combined with programmatic advertising creates an effective and automated method of reaching an audience that has already shown interest. It allows advertisers to increase conversions by offering relevant and personalized content to potential customers across different digital channels.