What is remarketing?

Hello people,

You all might have noticed this phenomena- Once you visit a particular website, especially an e-commerce one, then even if you leave the site, the ads from the same site, usually of the same product category you browsed, keeps on popping on various other websites also.


Ever wonder, how this communication happens?

First, all let me tell you what it is called. 

It has been termed as "Remarketing".

Since, the website intends to keep the communication going even after you have left the site and market the product again to you to augment your interest in making the purchase, It has been named as Remarketing.

This is done to remain in the consideration set of prospective customers and increase the chances of sale.

Now, how does this happens- 

This basically happens because of the cookies stored on your computer by the website 

A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is a small piece of data sent from a website and stored in a user's web browser while a user is browsing a website. When the user browses the same website in the future, the data stored in the cookie is sent back to the website by the browser to notify the website of the user's previous activity.^[1] Cookies were designed to be a reliable mechanism for websites to remember the state of the website or activity the user had taken in the past.
(God bless Wikipedia.org)

Now, Cookies are of two types- 
1. Persistent cookies
2. Transient cookies

Persistent, cookies are called so because they remain there on your computer even if you have finished your interaction with the website

They are helpful both to the website and the visitors. For, example, the auto form fill feature is possible because of persistent cookie which tells about your information to the website every time you reach the website after the visit in which the cookie was stored.

The transient cookie is stored only till the time you interact/engage with the website.

It is used to delve into or analyse the behavior of the visitor on the website.

Now, the beauty about ad sense is that the ads are more targeted and are refined to the prospective customers and not just to everybody.

This is very important because the marketers pay the money based on Pay per impressions or Pay per click models.

If they display the ads randomly they will obviously be burning a lot of cash.

Moreover, without it internet will be a very inefficient platform to advertise.

Now, whenever you visit a website which has got ads from third parties enabled, like for example through Google Ad sense, they access the information through the persistent cookies stored on your system and display you the relevant ads.

Obviously, the website can do this only till the time the cookie stays there on your system.

Hope I was capable in explaining to you this concept of Remarketing.

Do comment if you have any feedback or doubt.

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Take care :)