Retargeted Ads

Online advertisements shown to users based on their previous interactions with a website or app, also called remarketing ads. When someone visits a site without converting, retargeting cookies or pixels enable advertisers to show relevant ads as they browse other websites or social media. For example, viewing shoes on one site might trigger shoe ads across other platforms. Retargeting requires processing browsing behavior and online identifiers, making it subject to privacy regulations. Under GDPR, retargeting typically requires consent as it involves tracking and profiling. ePrivacy Directive requires cookie consent for behavioral advertising. CCPA/CPRA treats retargeting as 'sharing' personal information for cross-context behavioral advertising, triggering opt-out rights and 'Do Not Sell or Share' requirements. Organizations using retargeting should obtain appropriate consent, honor opt-out preferences including Global Privacy Control, maintain limited data retention, and clearly explain retargeting practices in privacy policies. Cookie banners should categorize retargeting pixels as marketing/advertising cookies requiring consent.