What is the concept of retargeting in digital advertising?

Retargeting in digital advertising is centered on the practice of targeting users who have previously visited a website. This involves using cookies or other tracking mechanisms to identify visitors, allowing advertisers to serve them relevant ads while they browse other websites or social media platforms. The key idea is to re-engage these users by reminding them of products or services they showed interest in during their prior visit, with the goal of encouraging them to return and complete a purchase or take another desired action.

This approach is highly effective because it capitalizes on the principle that potential customers who have already expressed interest are more likely to convert compared to new users who have never interacted with the brand. By targeting these previous visitors, advertisers can increase conversion rates, improve return on investment, and enhance overall campaign effectiveness.