What is retargeting?

Retargeting is a form of online advertising that uses paid ads to target audiences who have interacted with a brand previously. This means showing users who have visited your social profile, website, or even mobile app with a retargeting ad so they are more likely to engage with your brand.

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 attribution engine helps determine the cause-and-effect relationship between marketing activities and conversion events by users, and allows mobile marketers to retarget across web and app.