Website retargeting
Re-engages users who have already visited your website. It relies on site traffic to build an audience of people who have shown direct interest by landing on your pages.
Creative retargeting
Re-engages users who have been exposed to your ads (for example, CTV or OLV), even if they never visit your site. Instead of using site visits, it uses ad exposure from specific campaigns or line items to define the audience.
With creative retargeting, we first build an audience of users who were served a particular campaign or line item (for example, a CTV campaign). We then create a follow-up line that delivers additional ads to that same audience across another channel, such as display.
This lets us continue the conversation after the initial ad exposure by serving complementary messages across channels. It reinforces your brand, keeps your message top of mind, and engages users who have already shown interest through ad exposure.
For example
Someone who watches a CTV ad can later be served a display ad that echoes the message or highlights a specific offer. In this case, the audience is built from users exposed to the CTV ad, and that same audience is retargeted on a secondary channel.
This approach is especially valuable because it expands your audience beyond just site visitors and supports a more connected, cross-channel experience.