Retargeting

Retargeting addresses users again who already had contact with a brand, for example by visiting a shop, viewing a product or leaving a basket. The goal is to keep that first contact alive and bring the user back into the decision process. The follow up appears as display ads, social posts or email.

How retargeting works technically

On the first visit the user is captured via cookie, pixel or server side tracking and added to an audience list. Different platforms can then use this list to serve ads only to these people. Rules define conditions, for example only users who abandoned a basket above a certain value, or those who were active in the last seven days.

What matters in retargeting

Frequency capping prevents the same person from seeing the same ad too often, otherwise the impression turns negative quickly. Clean exclusion lists for already converted buyers save budget. Under data protection rules, correct consent in the cookie banner and clean tagging are mandatory, otherwise legal risk appears.

Retargeting alongside JD Mail

JD Mail allows you to segment recipients by their behaviour, for example clicks on certain topic categories or absent purchases. These segments can then be supplied with follow up mailings that pick up the original action thematically. The result is an email based retargeting that works without third party cookies and relies on your own recipient data.