Retargeting means as much as the renewed targeting of a target or a target person. It is a marketing measure that can be used in online marketing but also in real stores.
In online marketing, a supposed prospect is contacted again using retargeting. Such a prospective customer can be a website visitor who has informed himself several times in detail about a product or a service or who has cancelled his order process.
In retargeting, the visitor or prospect is brought back into the provider's field of vision and is contacted by the provider with keyword targeting or topic-relevant advertising banners based on cookies from an ad server. Retargeting uses the anonymised user information stored from previous website visits and displays advertising banners relevant to the user's interests. Retargeting increases the conversion rate.