It is one of the innovative topic on online advertising community where web surfers are bound to see the Ads extended by the advertisers which gives them an impact about the product by showing more versions of a particular product/service every time they visit some bookmarked sites from their system and IP. Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away. Whether you’ve ever noticed or not, you’ve most likely been on the ‘retargeting end’ of one of these behavioral based campaigns, but don’t feel bad, it’s nothing too personal (and it’s only becoming more and more popular).

How it works:

Retargeting is done by displaying ads to the user as they browse the internet, via various ad networks that the agency buys media from on behalf of their Business Customers. It is a cookie based program which is enabled for 30 days in common practice on any user’s system. It is a technology that uses simple a JavaScript code to anonymously ‘follow’ your audience all over the web. When someone visits the site, some codes provided by your advertiser’s server will drop an anonymous browser cookie. This cookie is a small file that stores information. The cookie will store the site visit, but does not store any sensitive information, such as the site visitor’s name, address or any other piece of information that might personally identify the visitor. When someone comes to the site, a cookie is dropped, and eventually, they leave and visit another site. The cookie let the advertiser know when one of your bounced visitors appears on another site. If there is available ad space, the advertiser will bid on that space in real-time, and if they are the highest bidder, will secure the ad space before the page loads. This entire process is automated and occurs within a fraction of a second. By the time the page loads, the ad space will have been purchased and your ad will appear alongside the page content. Retargeting ad campaigns usually run on lower cost media, which not only increases effectiveness by specifically targeting an interested audience, but also improves the overall ROI of the advertiser.