In today's online shopping era, consumer activity is far from anonymous. In fact, there are tools available that allow you to track a user's online behavior to determine whether or not that user is a member of your target audience. You can then use this data to generate ad displays through a process known as search retargeting.
What Is Search Retargeting?
According to Econsultancy, search retargeting is "a form of 'behavioral retargeting' where a user of a search engine will be targeted with display ads based on their search queries." This retargeting process uses a consumer's online search history to build a user profile and present relevant ads to him or her. So, for example, if someone searched for a new couch online earlier in the week, he may see a weekend sale for a local furniture retailer show up in a Facebook ad a couple days later. Or if a consumer searched for running shoes online, she might see that very same pair of shoes in a video ad on another site.