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Retargeting is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry at their first visit. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet. This is in a way following up with your target audience and provoking them for a purchase. It's a process well followed by most of Ecommerce websites in current day digital marketing .