Retargeting is a digital marketing strategy that focuses on reaching users who have previously interacted with a brand's website or content. When a visitor leaves a site without making a purchase, retargeting ads can follow them across the internet, reminding them of the products or services they viewed. This helps keep the brand top-of-mind and encourages potential customers to return and complete their purchase. The process typically involves using cookies, which are small data files stored on a user's device. These cookies track user behavior, allowing advertisers to display relevant ads on platforms like social media or search engines. By targeting users who have already shown interest, brands can increase their chances of conversion and improve overall marketing effectiveness.