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Retargeting, also known as remarketing, is a digital advertising strategy that allows organizations to re-engage website visitors who have previously interacted with their website or mobile app by showing them targeted ads across other websites or digital platforms. In academia, retargeting is studied within the fields of digital marketing, consumer psychology, and advertising effectiveness. Researchers investigate retargeting strategies, such as pixel-based retargeting, email retargeting, and dynamic retargeting, to personalize ad content and offers based on user behavior, preferences, and intent signals, increasing ad relevance and conversion rates. Retargeting offers several benefits for advertisers, including increased brand awareness, higher ad engagement, and improved return on ad spend (ROAS) by reconnecting with potential customers who have shown interest or intent but have not completed a desired action, such as making a purchase or signing up for a newsletter. By implementing retargeting campaigns, organizations can optimize ad targeting, drive incremental sales, and nurture customer relationships through personalized messaging and offers tailored to individual interests and purchase journey stages. Academic studies on retargeting also explore its impact on consumer perceptions, ad fatigue, and privacy concerns, as well as best practices for ad frequency capping, creative optimization, and cross-channel attribution to maximize retargeting effectiveness and campaign performance in competitive digital advertising landscapes.

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