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With retargeted advertising, sooner is better than later

September 09, 2019 / Aditi Malhotra

At this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks following, besieged by handbag ads wherever they go on the internet. In the world of online marketing, this is known as "retargeted" advertising, and it has become ubiquitous. It works like this: When you visit an online store, the vendor places on your browser a cookie that ad exchanges can detect and use to push related ads onto other websites you visit or social media apps you use. The ads can be from the original vendor or one of its competitors.