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In reality, there are several forms of retargeting. Standard retargeting, or Display, refers to the delivery of generic ads on the Display network (a collection of websites, applications and videos where ads are shown, and which reaches more thanof Internet users worldwideaccording to Google). Banners are displayed according to their relevance to Internet users' browsing history. This is the most common channel for retargeting. Social retargeting uses the principle of Display, but by displaying advertisements on the news feed of social network users and on partner sites of these media.

This channel requires the integration of a pixel on the website. Video retargeting, as its name suggests, focuses on displaying retargeting advertisements in videos viewed by Internet users, particularly on Buy Bulk SMS Service YouTube. Retargeting by email is distinguished by its high degree of personalization: it involves sending the Internet user an email to encourage them to carry out the abandoned action, or to continue their purchasing journey. Which presupposes, of course, already having the user's email address, as well as the latter's consent – ​​which is why this approach has become rarer since the entry into force of the GDPR.

Correctly applied, this technique proves particularly effective, since Internet users are specifically targeted. It is therefore possible to send them a discount voucher or suggest other products/services if they have already made a purchase. Note that in the particular case of the use of emails, we rather speak of remarketing, since we generally address prospects or existing customers – while with retargeting, we most often target contacts who have not yet committed. Dynamic retargeting consists of the creation of advertisements that are no longer generic, but personalized, therefore adapted to targeted Internet users (see, below, the difference with static retargeting).