Remarketing

Definition

Remarketing, often used interchangeably with the term Retargeting, is a digital advertising strategy that involves showing targeted advertisements to people who have previously interacted with a brand’s website or mobile app but did not complete a desired conversion (such as making a purchase, signing up for a newsletter, or submitting a lead form).

The process typically works by placing a small piece of code (a tracking pixel or tag) on the advertiser’s website. When users visit the site, this code anonymously adds them to a remarketing audience list. Later, as these specific users browse other websites within an ad network (like the Google Display Network), watch videos on YouTube, use social media platforms (like Facebook or Instagram), or even perform searches on Google, they can be shown tailored ads from the original brand they interacted with.

The primary goal of remarketing is to re-engage these already interested potential customers, remind them of the brand or specific products/services they viewed, overcome potential barriers to conversion, and ultimately encourage them to return to the website or app to complete the desired action.

Is It Still Relevant?

Yes, remarketing remains a highly relevant and generally effective advertising tactic in 2025. Targeting users who have already demonstrated interest in a brand typically leads to higher engagement rates, better conversion rates, and a stronger return on investment (ROI) compared to targeting completely cold audiences.

However, the landscape of remarketing is undergoing significant evolution due to:

• Privacy Regulations: Laws like GDPR (Europe) and CCPA (California), along with similar regulations emerging globally, require explicit user consent for tracking and data collection used in personalized advertising.
• Third-Party Cookie Deprecation: Major browsers, including Google Chrome, are phasing out support for third-party cookies (a process ongoing in 2025). This technology was a cornerstone of traditional cross-site remarketing.
• Platform Changes: Apple’s App Tracking Transparency (ATT) framework and browser-level tracking preventions (like Safari’s ITP) further limit cross-site tracking capabilities.

These changes mean that while the *concept* of remarketing is still valuable, the *methods* are shifting. There is now a much greater emphasis on using:

• First-Party Data: Data collected directly by the business with user consent (e.g., email lists, CRM data, logged-in user activity).
• Platform-Specific Solutions: Utilizing tools within walled gardens like Google Ads (e.g., Customer Match, Privacy Sandbox technologies) and Meta Ads (e.g., Advantage+ audiences, Conversion APIs) that rely less on third-party cookies.
• Privacy-Preserving Technologies: Exploring new methods for reaching relevant audiences without individual cross-site tracking.

So, while traditional cookie-based remarketing is declining, remarketing strategies adapted for the privacy-first era remain crucial.

Real-world Context

Here’s how remarketing might be used by businesses targeting customers in or interested in Pattaya:

• Pattaya Hotel Scenario: A potential tourist visits a hotel’s website, looks at dates for a beachfront room, but leaves without booking. Later, while Browse travel news sites, they see display ads from that specific Pattaya hotel showcasing its pool and mentioning “Still thinking about Pattaya? Book your stay!” This uses Google Ads remarketing on the Display Network.
• Pattaya Condo Sales Scenario: Someone browses listings for new condo developments in Pattaya on a real estate agency’s website. Later, on Facebook or Instagram, they are shown targeted video ads or carousel ads featuring the specific condo projects they viewed, encouraging them to schedule a viewing. This is Meta Ads retargeting.
• E-commerce (Thai Products) Scenario: A user adds Thai silk scarves to their cart on an online store but gets distracted and doesn’t check out. They subsequently see ads on various websites featuring those exact scarves, perhaps with a reminder message like “Items waiting in your cart!” This uses dynamic remarketing, likely via Google Ads.
• Pattaya Tour Operator (RLSA) Scenario: A user researches “elephant sanctuary tours Pattaya” and visits a specific tour operator’s site. A few days later, they search Google again for “ethical elephant tours Pattaya.” Using Remarketing Lists for Search Ads (RLSA), that tour operator can bid higher specifically for this previous visitor, ensuring their ad appears prominently.

Background

• Origins (Mid/Late 2000s): The technology enabling remarketing emerged as ad networks grew and cookie-based tracking became more sophisticated. Companies focused on behavioral targeting were early pioneers.
• Platform Adoption: Google integrated remarketing into AdWords (now Google Ads), initially leveraging its vast Display Network, making the tactic widely accessible. Facebook (now Meta) followed suit, allowing advertisers to retarget website visitors within its social media ecosystem. Other platforms also developed similar capabilities.
• Dynamic Remarketing: The introduction of dynamic remarketing, which automatically shows ads featuring the specific products/services users previously viewed (often using product feeds), represented a significant step forward in personalization and effectiveness, especially for e-commerce.
• RLSA Introduction: Google’s Remarketing Lists for Search Ads (RLSA) allowed advertisers to tailor search campaigns (bids, ad copy) specifically for past website visitors when they searched again on Google.
• Privacy Scrutiny and Evolution: As remarketing became pervasive, user concerns about being “followed” online grew, leading to increased regulatory scrutiny (GDPR, CCPA) and actions by browser makers (Apple’s ITP, Mozilla’s ETP, Google’s third-party cookie phase-out) to limit traditional cross-site tracking methods, forcing the industry to adapt towards more privacy-conscious approaches.

What to Focus on Today

To implement remarketing effectively and responsibly in the evolving landscape of 2025, prioritize these strategies:

• Build and Leverage First-Party Data:** Collect customer data ethically (with consent) through email sign-ups, loyalty programs, account creations, and CRM systems. Upload these lists to platforms like Google Ads (Customer Match) and Meta Ads (Custom Audiences) for targeted remarketing.
• Implement Robust Tracking with Consent:** Use server-side tagging (via server-side GTM) and Conversion APIs (like Meta CAPI, Google Enhanced Conversions) alongside traditional pixels. Crucially, implement a robust Consent Management Platform (CMP) to obtain clear user consent before collecting data or firing tracking tags, ensuring GDPR/CCPA compliance.
• Utilize Platform-Native Solutions:** Explore and utilize features within major ad platforms designed for the privacy-first era, such as Google’s Privacy Sandbox tools (Topics API, Protected Audience API), Google’s automated audience expansion, and Meta’s Advantage+ targeting options.
• Segment Audiences Meaningfully:** Go beyond targeting “all visitors.” Create specific audience lists based on user behavior (e.g., visited specific service pages, viewed >2 blog posts, added to cart, past purchasers). Use exclusions (e.g., exclude recent converters from general remarketing).
• Apply Frequency Capping:** Limit the number of times a user sees your remarketing ads within a given period to avoid ad fatigue and annoyance.
• Tailor Creative and Messaging:** Develop ad copy and visuals that resonate with specific remarketing segments. Acknowledge their previous interaction subtly (e.g., “Still interested in [product]?,” “Complete your booking”). Offer relevant incentives where appropriate (e.g., discount for cart abandoners).
• Use Dynamic Remarketing Smartly:** For e-commerce or businesses with large inventories (like real estate portals), ensure your product/listing feed is optimized and accurately powers dynamic ads showing relevant items.
• Stay Informed on Privacy:** Keep up-to-date with evolving privacy regulations, browser policies, and platform changes related to tracking and targeting. Adapt your strategies proactively.

Remarketing remains a powerful tool, but success now hinges on adapting to a privacy-centric ecosystem, leveraging first-party data, and using platform tools intelligently.

Back to Glossary