Retargeting is a term used for special type of ads that targets people who has visited your website or mobile app in a specific context.
In the past, digital advertisement was mainly used to create brand awareness or drive traffic to your products. However, with the recent developments in ad tech, such as identifying users across multiple domains, it is now possible to target your existing users in order to improve a certain KPI. This can vary from driving more engagement to boosting retention, or just simply encouraging your users to complete a specific action on your product such as a purchase.
Most of the e-commerce companies leverage retargeting ads by creating “cart abandonment’’ campaigns. For example, when a user adds some items to their cart and doesn’t make the final purchase, marketers can create a retargeting campaign for the products that the user has in their cart to display in other domains. While historically retargeting has been limited to a website or to apps, Branch’s people-based attribution engine connects user’s identities across web and app platforms, and allows mobile marketers to retarget across web and app.