Retargeting, also known as remarketing, is a digital advertising strategy that involves targeting users who have previously visited a website or interacted with a brand but did not complete a desired action, such as making a purchase or filling out a form. Retargeting works by placing a tracking pixel or code on the website, which enables advertisers to track user behavior and display targeted ads to users as they browse the web or use social media platforms.

To implement retargeting campaigns, advertisers use retargeting platforms or ad networks to create custom audience segments based on user behavior and engagement. These audiences are then targeted with personalized ads that are designed to re-engage them and encourage them to return to the website and complete the desired action. Retargeting ads may feature specific products or offers that the user has shown interest in, as well as messaging or incentives to incentivize conversion.

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