How does remarketing function in digital advertising?

Remarketing in digital advertising primarily functions by targeting ads to users who have previously interacted with a website. This approach leverages user behavior data collected through cookies or tracking pixels placed on the website. When a user visits a site and leaves without completing a desired action—such as making a purchase, signing up for a newsletter, or downloading a resource—remarketing allows advertisers to re-engage these users as they browse other websites or social media platforms.

This strategy aims to keep the brand or product top-of-mind for potential customers, increasing the likelihood that they will return and complete the intended action. By serving relevant ads to an audience already familiar with the brand, remarketing often leads to higher conversion rates compared to ads targeting new users who may not yet have any prior experience with the product or service.

Other options do not accurately describe remarketing. Directly contacting customers via email is more aligned with email marketing tactics, while optimizing keywords involves search engine optimization strategies. Limiting ad exposure to new users only contradicts the essence of remarketing, which focuses on re-engaging users familiar with a brand rather than restricting outreach to entirely new audiences.