Ad retargeting, often referred to as retargeting advertising or remarketing, is a digital advertising strategy used in e-commerce to display targeted ads to users who have previously visited a website or interacted with a brand but did not complete a desired action, such as making a purchase.Ad retargeting is based on the principle of tracking user behavior through the use of cookies or pixels. When a user visits an e-commerce website but leaves without making a purchase, retargeting technology allows the business to display relevant ads to that user as they browse other websites or social media platforms. This strategy aims to re-engage potential customers, reminding them of products or services they previously viewed, with the goal of encouraging them to return to the e-commerce site and complete the desired action. Ad retargeting is an effective way to nurture leads and convert them into paying customers by keeping the brand or products top-of-mind.