What is retargeting? Retargeting, also known as remarketing, is a digital marketing strategy that targets consumers based on their previous online behavior, such as visiting a website or abandoning a shopping cart. It's a critical component of demand capture, aiming to re-engage warm leads and guide them towards conversion [1]. This contrasts with demand generation, which focuses on creating initial interest. For ecommerce operators, successful retargeting campaigns can achieve high return on ad spend (ROAS) by delivering tailored ads to users already familiar with a brand or product [2]. While platforms like Amazon DSP can expand reach and upper-funnel awareness for established brands [3], retargeting generally focuses on lower-funnel conversions. The goal of retargeting is to maximize marketing efficiency, ensuring every ad dollar contributes to both revenue and profit by converting hesitant prospects into loyal customers rather than constantly chasing new, cold leads. Learn more about optimizing your retargeting efforts in the curated episodes below.