Adogy Glossary

Dynamic Retargeting

Definition of Dynamic Retargeting

Dynamic retargeting is a digital marketing strategy that involves displaying personalized advertisements to users who have previously interacted with a brand’s website or products. By leveraging data collected on users’ behavior and preferences, these tailored ads aim to entice them into revisiting the website and making a purchase. The dynamic aspect comes from the ads being constantly updated and adapted to reflect the users’ most recent interactions and interests.


The phonetics of the keyword “Dynamic Retargeting” are:Dynamic: duh-NAI-mikRetargeting: ree-TAHR-git-ing

Key Takeaways

  1. Dynamic Retargeting allows personalized ad experiences by displaying products or services that users have previously shown an interest in, effectively increasing the likelihood of conversion.
  2. It utilizes data from your website or app to create relevant ads, depending on the user’s browsing or purchase history, ensuring a more targeted marketing approach.
  3. Dynamic Retargeting results in higher engagement, better click-through rates (CTR), and increased return on investment (ROI) for businesses, as ads are tailored to the individual user’s preferences and behavior.

Importance of Dynamic Retargeting

Dynamic retargeting is an important digital marketing term because it refers to the process of strategically and automatically tailoring advertisements to users who have previously engaged with a brand or visited its website.

By creating personalized, relevant ads based on an individual’s browsing habits and interests, dynamic retargeting significantly increases the likelihood of conversions, enhances the overall user experience, and improves return on investment.

The dynamic aspect of retargeting ensures greater efficiency in terms of ad spend, as it directly targets users who have already expressed an interest in the product or service.

In a highly competitive online market, dynamic retargeting is essential for businesses to capture and retain the attention of potential customers, ultimately driving sales and fostering brand loyalty.


Dynamic retargeting is an effective digital marketing strategy designed to recapture the attention of potential customers who have previously interacted with a brand’s website or online content. The purpose of this approach is to present these potential customers with personalized and relevant advertising content based on their browsing history, thereby increasing the likelihood of their return to the website and consequently converting them into successful sales or desired actions.

It goes beyond the standard retargeting campaigns where repetitive advertisements deliver generic content; dynamic retargeting leverages data-driven algorithms and insights to showcase a customizable user experience, tailored to match their preferences and interests. This powerful marketing tool serves the purpose of seamlessly integrating with the consumer’s buying journey, making it a valuable asset for businesses seeking to maximize their return on investment.

Dynamic retargeting allows marketers to identify specific user actions, such as products viewed, pages visited, or abandoned carts, to discern which advertisements would resonate with the individual’s needs and draw them back into the conversion funnel. As a result, the targeted ads are designed to recognize a person’s preferences in real time, establishing a more personalized connection with the brand, fostering greater engagement, and instilling a lasting impression with a higher likelihood of conversion, ultimately contributing to a business’s overall growth and success.

Examples of Dynamic Retargeting

Amazon: Amazon utilizes dynamic retargeting to remind users of the products they have viewed on their platform recently or added to their cart but didn’t purchase. For instance, if a customer browses through a selection of Bluetooth headphones and then leaves the website without making a purchase, Amazon may show them personalized ads featuring the same headphones or similar products when they’re browsing other websites. This helps bring the customer back to Amazon and encourages them to complete their purchase.

Zalando: The European online fashion retailer often employs dynamic retargeting to display personalized ads to its users based on their browsing history and preferences. When a customer explores a specific clothing brand or item on the website and then moves to another online platform, Zalando may showcase ads featuring those same brands or similar items to re-engage the customer. This technique not only enhances user experience but also increases the chances of the consumer returning to Zalando to make a purchase.

Airbnb: As a leader in the travel and accommodation industry, Airbnb uses dynamic retargeting to provide potential travelers with personalized ads based on their previous searches and clicked properties. For example, if a user is browsing for accommodation in Paris but leaves the platform without booking, they might later see ads featuring similar listings or experiences in Paris when visiting other websites or social media platforms. This approach helps to keep Airbnb top-of-mind for the user and increases the likelihood that they will return to the platform to complete their booking.

Dynamic Retargeting FAQ

What is Dynamic Retargeting?

Dynamic Retargeting is a marketing strategy that allows advertisers to display personalized advertisements to potential customers who have previously interacted with their website or app. This strategy aims to re-engage users by showing them tailored ads based on their browsing behaviors, including products or services they’ve shown interest in.

How does Dynamic Retargeting work?

Dynamic Retargeting works by utilizing cookies or other tracking technologies to gather information about users’ online activities. This data is used to create customized ads that are relevant to each user’s interests. When a potential customer visits a website, the retargeting platform identifies their browsing history and serves ads that correspond to their previous interactions, increasing the chance of conversion.

What are the benefits of Dynamic Retargeting?

Dynamic Retargeting offers several benefits, including higher conversion rates, improved ad relevance, and cost-effectiveness. By displaying personalized ads tailored to users’ interests, advertisers can increase the likelihood of users revisiting their website and completing a purchase. Dynamic Retargeting also helps prevent ad fatigue by showing users different ads based on their online behavior, keeping the messaging fresh and engaging.

What industries can benefit from Dynamic Retargeting?

Dynamic Retargeting can be beneficial for a wide range of industries, including e-commerce, travel, real estate, and automotive, among others. Any industry that involves online user interactions or requires a user to make a purchasing decision can potentially benefit from implementing Dynamic Retargeting strategies.

How can I get started with Dynamic Retargeting?

To get started with Dynamic Retargeting, you’ll need to choose a retargeting platform that supports dynamic ad creation and select a suitable ad network. Once you have these in place, you’ll be able to create ad templates and set up rules to determine how user information should be used for personalization. Then, you can launch your Dynamic Retargeting campaigns and monitor their performance using available analytics tools to optimize and improve your ads over time.

Related Digital Marketing Terms

  • Behavioral Tracking
  • Personalized Ads
  • Real-Time Bidding
  • Ad Exchanges
  • Conversion Optimization

Sources for More Information

  • WordStream –
  • AdEspresso –
  • Criteo –
  • AdRoll –

Free SEO Audit Tool

Get an analysis of your website’s performance in seconds.

Expert Review Board

Our digital marketing experts fact check and review every article published across the Adogy’s


Want More Organic Traffic?