What is retargeting and how does it fit into a media strategy?

• A. Serving ads to users who previously interacted with a brand or visited a site; increases conversions by reminding and re-engaging.
• B. Serving ads to users who never interacted with the brand.
• C. Blocking ads after a single click.
• D. Sending push notifications to all users.

Answer: (B)

Retargeting is about serving ads to people who have already shown some interest in a brand by visiting its site or engaging in prior interactions, with the goal of reminding and re-engaging them to move closer to a conversion. It fits a media strategy by using tracking pixels or cookies to build audience segments (such as site visitors, add-to-cart moments, or past purchasers) and delivering timely, relevant messages across channels like display, social, or video. By tailoring creative and controlling frequency, retargeting helps keep the brand top of mind and typically improves conversion efficiency because the audience already demonstrated intent, making it a strategic complement to broad prospecting.

The other approaches miss the essence of retargeting: targeting people who have not interacted with the brand is broad prospecting, not retargeting; blocking ads after a single click is not about re-engagement; and sending push notifications to all users is blanket outreach without the audience focus that retargeting relies on.