What key action distinguishes retargeting strategies from standard advertising campaigns in the context of sponsored content?

The key action that distinguishes retargeting strategies from standard advertising campaigns in the context of sponsored content is focusing exclusively on users who have already interacted with the sponsored content or related NYTimes properties. Standard advertising campaigns typically target broad audience segments based on demographics, interests, or behaviors. Retargeting, also known as remarketing, is a highly specific strategy that targets individuals who have previously shown interest in the sponsored content, such as by visiting the landing page, watching a video, or clicking on a social media post. By focusing on these warm leads, retargeting campaigns can deliver more personalized and relevant messaging, increasing the likelihood of conversion or further engagement. For example, if someone visits a sponsored article about financial planning but doesn't sign up for a consultation, a retargeting campaign could show them ads highlighting the benefits of scheduling a consultation, reinforcing the message and encouraging them to take the next step.