What is cookie retargeting?

Cookie retargeting or remarketing, is a digital advertising strategy that allows marketers and advertisers to target users who have previously visited their website through cookies. 

When someone visits a website, a cookie is placed on their browser. This cookie, also known as a tracking cookie, collects information about the user’s interactions and preferences with the website, such as the pages they visited or the links they clicked etc. These cookies are then used by third parties like Google and Facebook to show ads to people who have previously visited a site i.e. retarget them. For example, after you view a product on Amazon, you may encounter their ads when you use Facebook the next time.

Under privacy regulations like the GDPR, individuals have the right to opt out of being tracked through cookies. This is enabled by CMPs or consent management platforms (cookie banners) that you often see when you land on a website.