Retargeting

Retargeting is serving ads specifically to users who previously visited a site or app without converting, identified through pixels, cookies or event data and re-engaged across ad platforms. Instead of buying strangers, you buy back your own warm audience — people who already demonstrated interest by clicking, browsing or abandoning a registration.

In performance funnels, retargeting is usually the highest-ROI layer because the hardest part — earning the first visit — is already paid for. Buyers segment by depth: lander visitors, registrants without deposit, depositors gone cold, each with its own message and bonus escalation. The practical constraints are audience size (small pools burn out fast), frequency capping to avoid ad blindness, and platform restrictions that keep gambling retargeting off some channels entirely.