Retargeting is a lower-funnel technique to target users who have visited the advertiser’s website. In the E-Commerce world, retargeting may get to the granularity of knowing when visitors visited one or more of their product pages, added items to their cart and/or started but did not finish their checkout. Understanding user behavior at this granular level allows retargeters to employ a series of optimization techniques, such as valuing and bidding more for users who are especially deep in the advertiser’s web conversion funnel, or personalizing the ad through dynamic creative.
