Retargeting is a term used in online marketing to describe how ads can be personalized for internet users. A user will see advertisements for the products and services on a website that he has previously visited or will visit on other websites. This allows companies to recapture the attention of website visitors who left without taking action and redirect them back to the site.
Ads are only shown to people who have visited the website before, making them more effective than cold advertising.
Many different kinds of website visitors can be targeted. Retargeting providers can capture information on a wide variety of users that include:
Retargeting can get a bad rap among internet users because it requires accumulating massive amounts of user data. There is a long list of companies that have experienced a data leak prompting consumers to become concerned about the type of data that is being captured and how it is being used by companies.
Most companies responded with more in-depth cookie policies, instead of eliminating the use of retargeted ads because they are extremely effective.
For example, website visitors who are retargeted with display ads are 70-percent more likely to convert than those who see random ads. In addition, the click-through rate of a retargeted ad is 10 times higher than other ads.
Not all internet users are against retargeting either. The majority of internet users don’t feel one way or the other about viewing targeted ads on the internet when they’re browsing the web. What’s more surprising is that as much as 25-percent of internet users enjoy targeted advertising because it reminds them of products they were browsing that they may h
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