What is Retargeting?
Retargeting in ad network terms refers to the strategy of serving ads to users who have previously interacted with a brand’s website, app, or content but did not complete a desired action (e.g., purchase or sign up). Through tracking technologies like cookies or mobile device IDs, ad networks identify these users and show them personalized ads across partner sites, social media, or apps to re-engage them and drive conversions.
Retargeting increases ROI by focusing on users already familiar with the brand, thereby improving click-through and conversion rates. Ad networks manage audience segmentation, ad delivery, and frequency capping to avoid ad fatigue.
