Understanding the What and Why of Ad Retargeting

Of all the new must-have digital marketing strategies brought about by the explosion in online shopping, ad retargeting is one of the most prevalent. Unlike the physical world, where brick-and-mortar businesses welcome window-shoppers who ultimately leave empty handed with vague promises to “think about it,” retargeting lets businesses follow up with those shoppers later on, keeping them interested and, ultimately, converting more of them to buyers. Retargeting, experts say, is a fancy term for a simple concept: Advertise to internet users who have viewed products or services online but left before buying by purchasing ad space on other websites.