Remarketing, also known as retargeting, describes a simple form of personalized communication with a target audience. It is a popular advertising technique in online marketing campaigns. People who have already visited a website, but have not made a conversion are being determined in order to serve them with targeted ads at a later time. Since these users are already familiar with the product or service, the probability of conversion following further marketing activities is comparatively high. With cookies and website pixels, user behavior can be analyzed and the target audience for remarketing can be selected. Remarketing ads can either address every website user or only users with specific characteristics, like the interest for a certain product or service. The message appeals to a very specific target audience and maximizes the chance of success.