Glossary of Mobile Advertising Terms
Retargeting (sometimes known as remarketing) is a form of an online marketing and advertising that focuses on bringing back users/visitors after they have already been exposed to an offer or an ad. This is important as only a very small number of users convert on the first visit. Also, a solid chunk of users abandons the app after one use.
With a good strategy involving retargeting you can improve this a lot. Retargeting is basically a type of browser cookie that anonymously tracks users actions (viewing products, time spent on that page, etc.). This information is shared (again anonymously) with advertising networks who then show you relevant ads.
Retargeting serves as a reminder of sorts for users to check out the products from the brands they were viewing. This is why product ads are sometimes shown on your social media feeds, even if you don’t follow them. When it comes to the mobile apps the process is basically the same. When you use one app, the ads for that app can be shown on some other app you’re using, depending on the publisher/advertising network. Retargeting is definitely a powerful tool but to get the most out of it, it’s best to combine it with other marketing/advertising efforts.