What is the term for targeting ads to users who have previously visited your website?

The term for targeting ads to users who have previously visited your website is re-targeting. This practice involves using cookies or tracking pixels to identify users who have interacted with a website but did not convert into customers during their visit. By displaying ads to these users across different platforms and websites, marketers aim to remind them of their previous interest and entice them to return and complete the desired action, such as making a purchase or signing up for a service.

Re-targeting is highly effective because it targets users who are already familiar with the brand or product, increasing the likelihood of conversion. The ads can be tailored based on the specific pages the users visited or the products they viewed, making them more relevant and personalized.

Other approaches like cross-device targeting focus on delivering ads across multiple devices based on user behavior, while geo-fencing targets users based on their geographical location. Content or contextual targeting, on the other hand, serves ads based on the content where they appear rather than user browsing history. These methods have their own use cases, but re-targeting specifically addresses the goal of reaching past visitors to convert them into customers.