Retargeting
The practice of showing ads to users based on their previous interactions with a brand's digital properties.
What Retargeting means
Retargeting is a digital advertising strategy that serves ads to users who have previously interacted with a brand — visiting a website, viewing a product, adding items to a cart, or engaging with content. While functionally similar to remarketing, retargeting often specifically refers to pixel-based ad serving, whereas remarketing may include email-based re-engagement. Retargeting faces significant compliance headwinds from privacy regulations requiring consent for tracking (GDPR, ePrivacy), browser restrictions on third-party cookies (Safari ITP, Chrome Privacy Sandbox), and mobile privacy changes (Apple ATT, Google's Android privacy initiatives). Effective compliant retargeting strategies now emphasize server-side tracking (CAPI), first-party data, consent-based tracking, and platform-native retargeting tools that operate within walled gardens.
Related terms
Remarketing
Showing ads to users who have previously interacted with your website, app, or content. Also known as retargeting.
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.
Custom Audience
An audience segment created from an advertiser's own customer data (email lists, website visitors, app users) for targeted advertising.
Behavioral Targeting
Targeting ads based on users' past online behavior, browsing history, and interaction patterns.