Retargeting, the practice of serving ads to people who have previously engaged with you online, has become a darling of the digital marketing world, and for good reason: it’s incredibly powerful and extremely cost-effective. Retargeting, in its various forms, can serve as a complement to an existing digital strategy, and can help you get more out of the campaigns you’re already running. In this post I’ll cover a few ways marketers can leverage retargeting to amplify the power of the channels they’re already using. But first, here’s a little more background on the technology itself: