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Used interchangeably with remarketing, retargeting tracks a person’s visit to a website (via a browser cookie) in order to subsequently show ads to that person on other parts of the Internet.

For example, you visit a web page which details a book you are interested in. Then a month or even six months later, the book seller shows you an ad for that book on Instagram, or anywhere else on the Internet.

You can think of retargeting as “reminder advertising”.