{"id":21452,"date":"2020-01-28T16:54:15","date_gmt":"2020-01-28T16:54:15","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/retargeting"},"modified":"2026-09-18T10:18:21","modified_gmt":"2026-09-18T10:18:21","slug":"retargeting","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/retargeting","title":{"rendered":"Retargeting"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-14850 size-full\" style=\"margin-top: 0;\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/retargeting-1.jpg\" alt=\"Retargeting\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/retargeting-1.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/retargeting-1-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>Retargeting<\/strong> is a digital advertising strategy that directs ads to people who have previously interacted with a website, application, advertisement or another brand asset. Audiences can be defined from actions such as visiting a page, viewing a product, starting a purchase or playing a video.<\/p>\n<p>Its purpose is to reach an audience again after they have shown some sign of interest. This does not guarantee a conversion: <strong>results depend on the offer, targeting, creative, post-click experience and available measurement<\/strong>.<\/p>\n\n<h2>How retargeting works<\/h2>\n<p>Advertising platforms commonly create audiences in two main ways:<\/p>\n<ul>\n<li><strong>Tags, pixels and identifiers:<\/strong> A tag installed on the website or application records permitted events and associates them with browser, device or account identifiers. <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cookie\">Cookies<\/a> may be involved in this process, but they are not the only mechanism available.<\/li>\n<li><strong>First-party lists:<\/strong> A company can upload customer or contact data for the platform to attempt to match it with its users. The data must have been obtained and used on a valid basis and in accordance with the platform&#8217;s terms.<\/li>\n<\/ul>\n<p><strong>The availability of each method depends on the channel, browser, device, consent and privacy restrictions.<\/strong> Matching a person with an audience does not mean that the advertising account can identify that person individually.<\/p>\n<h2>Retargeting evaluation<\/h2>\n<p><strong>Its main advantages and limits depend on how audiences, advertising pressure and measurement are configured:<\/strong><\/p>\n<ul>\n<li><strong>Behavioural targeting:<\/strong> It can distinguish audiences according to the pages, products or actions with which they have interacted.<\/li>\n<li><strong>Adapted messages:<\/strong> Ads can respond to a particular stage of the journey, provided that the personalisation is relevant and not intrusive.<\/li>\n<li><strong>Investment control:<\/strong> Campaigns can use their own budgets, bids, membership windows and frequency limits.<\/li>\n<li><strong>Measurement subject to restrictions:<\/strong> Attributed conversions depend on the configuration, attribution models and available information. People who have already completed the action should be excluded when further advertising is not appropriate.<\/li>\n<\/ul>\n<p><strong>Excessive exposure can cause annoyance or waste budget.<\/strong> Planning should therefore cover frequency, audience duration, exclusions and creative review, as well as consent and data-protection requirements.<\/p>\n<h2>Scope of retargeting<\/h2>\n<p><strong>Retargeting<\/strong> is commonly used to describe re-engagement through ads in search, display or <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/social-network\">social networks<\/a>. <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/remarketing\">Remarketing<\/a> can be used in a broader sense that also includes email or other relationship channels.<\/p>\n<ul>\n<li><strong>In professional usage:<\/strong> The two terms are frequently used as synonyms for advertising campaigns aimed at previous audiences.<\/li>\n<li><strong>On platforms:<\/strong> The name depends on the provider. For example, <a href=\"https:\/\/www.arimetrics.com\/en\/google-ads-agency-spain\">Google Ads<\/a> uses the term remarketing for several forms of list-based advertising.<\/li>\n<\/ul>\n<p><strong>In practice, the meaning depends on the context and provider.<\/strong> When planning a campaign, it is more useful to define the audience, channel, data and objective than to infer how it works from the name alone.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definition: Retargeting is a digital advertising strategy that directs ads to people who have previously interacted with a website, application, advertisement or another brand asset. Audiences can be defined from actions such as visiting a page, viewing a product, starting a purchase or playing a video. Its purpose is to reach an audience again after [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"template":"","encyclopedia-tag":[1236],"class_list":["post-21452","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-advertising-targeting"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/21452","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/7"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=21452"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=21452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}