Paid social
Retargeting
Serving ads specifically to people who previously interacted with a brand's site, app, or social content.
What it means in practice
Retargeting audiences are usually segmented by actions and recency, such as recent video views, product-page visits, cart additions, or purchases. Exclusions and sequencing help align each message with the person's stage in the purchase journey.
Why it matters
Poor recency rules or exclusions can waste budget on stale interest or show acquisition messages to recent customers.
How it is used
A brand shows creator reviews and objection-handling clips to people who viewed a product but left before purchasing.
Also called
remarketing
Related terms
- Custom AudienceA targeting list built from an advertiser's own data, such as customer files, site visitors, or video viewers.
- PixelA snippet of tracking code placed on a website to record visitor actions and attribute them to advertising campaigns.
- PlacementThe specific surface where an ad is delivered, such as a feed, story, reels, or search results.