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Retargeting, also known as Remarketing, is a type of online marketing in which companies target users who have previously used their application or visited their website.

There are basically two common scenarios where retargeting can be very useful for companies:

  1. A user installs a company’s mobile app: In this case, the user has already downloaded the application, so companies are aiming to get user to make in-app purchases or to increase the user’s engagement with the app. In order to do so, they need to integrate a tracking SDK. That way once the ad network identifies the user’s device, the user can be retargeted with ads that will then be served within apps or on mobile websites.
  2. A user is visiting a company’s website on either mobile or desktop: In this case, the ratargeting goal of the company is to reengage the user with the service he provides, i.e. shopping. Users surfs through the web using a browser. When they visit a website with retargeting activated, a anonymous cookie is dropped into the browser cache. When the user leaves your website and goes on browsing on a third party website that provides ad space, a retargeting ad can be served once the retargeting provider detects your user through the previously dropped cookie. This way a company can display ads to users that already have been on their website, which usually improves marketing performance.

By using retargeting technologies on mobile or desktop, companies can usually increase their marketing reach, user engagement, and conversions.