Retargeting is an advertising strategy that delivers messages to existing website visitors to drive them towards completing a specific action, such as making a purchase or filling out a form. Retargeting tracks user behavior on a website through cookies – like visiting a landing page or adding items to a cart – and then displays relevant ads to them as they browse the web. Retargeting seeks to re-engage potential customers and drive them back to an advertiser’s website in order to complete the desired conversion action.