Retargeting is a methodological approach within digital marketing and consumer behavior research focused on re-engaging individuals who have previously interacted with a digital property but did not complete a predefined conversion action. This concept investigates the strategic segmentation and targeted communication deployed to users based on their demonstrated prior engagement, aiming to leverage inferred intent for subsequent conversion. Its academic significance lies in its study as a mechanism for optimizing digital outreach, understanding user pathways, and analyzing the impact of personalized interventions on consumer decision-making within digital environments.