What is the purpose of retargeting in digital advertising?

Retargeting in digital advertising serves the specific purpose of displaying ads for a product to customers who have previously visited the related product's website. This strategy leverages the behavioral data of users to deliver more relevant and timely advertisements, reminding them of their interest in a product or service. By targeting individuals who have already expressed some degree of interest, retargeting helps to increase the chances of conversion, as these customers are more likely to engage with the ads and eventually make a purchase. This tactic enhances the effectiveness of advertising campaigns by serving tailored content that resonates with the user's previous shopping behavior.

This approach contrasts with other options which do not align with the objective of retargeting. Limiting exposure to a single advertisement or showing ads on unrelated websites does not capitalize on existing user interest. Similarly, gathering customer feedback on ads is unrelated to retargeting, which focuses instead on re-engaging with potential customers.