IAB Digital Media Buying and Planning Certification Practice Test 2026 – Complete Exam Prep

Retargeting in digital marketing specifically refers to the practice of displaying ads to users who have previously interacted with a website or engaged with specific content online. This method utilizes cookies or tracking pixels to identify users who have visited a site but did not complete a desired action, such as making a purchase. By serving them targeted ads as they browse other sites, marketers aim to re-engage these potential customers and encourage them to return and complete the desired action.

This approach is particularly effective because it targets individuals who have already shown interest in a product or service, making them more likely to convert as they are reminded of their earlier interaction. It serves as a strategic way to reconnect with potential customers, enhancing brand recall and increasing the likelihood of conversion through repeated exposure to personalized advertising.