Retargeting

Win shoppers back without burning the budget

Retargeting is the most profitable line in most display accounts and the easiest to waste. We build it on first-party data, cap frequency before it turns into harassment, and run dynamic creative that shows the right product. It keeps working across Safari and Firefox, where third-party cookies never did.

Fix our retargeting

What we do

Retargeting, done with restraint

First-party audiences

Segments built from purchase, cart and browse data, plus consented CRM lists, so targeting does not depend on third-party cookies alone.

Frequency that holds

Caps around four per day, recent-purchaser exclusions, and burn-pixel logic so the same person is not chased for weeks.

Dynamic creative

Product-level dynamic banners that update with price and availability, built once and resized into every IAB format.

Service led by

Liis Tamm · Head of Programmatic

Published 18 Feb 2026 · Updated 11 Jun 2026

In practice

A 4.6x retargeting turnaround

A Benelux skincare brand assumed its always-on retargeting was profitable. Last-click reporting hid heavy frequency waste and weak viewability on cheap inventory. We rebuilt audiences on first-party data, capped frequency at four per day, cut placements below 70% viewability and added fraud filtering. Retargeting ROAS moved from 3.1x to 4.6x in four months.

The full numbers are in the DTC skincare retargeting results. For the wider context on signal loss, see our guide to retargeting after third-party cookies.

Questions

Retargeting FAQ

Does retargeting still work without third-party cookies?

Yes. Google kept third-party cookies in Chrome and wound down most of Privacy Sandbox in October 2025, so cookie-based retargeting still runs there. It never worked in Safari or Firefox, so we also build first-party audiences from your site and CRM, which keeps retargeting alive across every browser and within EU consent rules.

How effective is retargeting compared to prospecting?

Retargeting consistently outperforms cold prospecting because the audience already knows you. Retargeting display CTR runs around ~0.7% versus 0.05%–0.1% on cold inventory, and display retargeting commonly returns about ~4.2x ROAS. The risk is overspending on people who would have converted anyway, which frequency caps and exclusions prevent.

How often should a retargeting ad show?

Frequency capping is where most retargeting budget leaks. A common starting point is 3–5 impressions per user per day, or 15–30 impressions per user per week. We usually cap at four impressions per user per day and exclude recent purchasers, then watch frequency against conversion rate and tighten where extra impressions stop earning their cost.

Make retargeting your most profitable line again

We'll audit your current display and programmatic setup across viewability, fraud, frequency and working-media share, then show you where the spend leaks. No obligation.

Get a retargeting review See client results