Remarketing, also called retargeting, is advertising to people who have previously interacted with a business, such as visiting its website, using an app, watching content, or appearing in an eligible customer audience. It helps organizations reconnect with prospects who did not convert during their first interaction.
Remarketing can be used across search, display, social media, video, and other advertising platforms. Campaigns can tailor messages according to previous behavior—for example, distinguishing a visitor who viewed a specific service from someone who already completed a purchase.
Effective remarketing uses appropriate frequency, audience duration, exclusions, and messaging. Showing the same ad too often can create fatigue, and existing customers or completed converters may need different treatment.
Privacy rules and platform policies also affect how remarketing audiences can be created and used. Remarketing is one component of a broader paid advertising strategy, not a substitute for strong acquisition and landing-page performance.
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