Typically, only 2 per cent of a website’s visitors convert. Retargeting can help bring back the other 98 per cent. Here’s how it works: when someone checks out a site that’s using retargeting, a cookie is stored on their browser. That cookie is then used to let the retargeting provider know when to serve ads on subsequent sites, pushing targeting messages only to people who have previously visited the site that the cookie came from....
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