How remarketing works

Learn about user lists and remarketing in Authorized Buyers

This guide provides information on user lists and remarketing using the UserLists resource in the Authorized Buyers API. Use real-time bidder to build and target user lists.

How do I participate in remarketing?

In order to participate in remarketing, you need to create at least one user list comprising web visitors (cookie IDs) whom you would like to re-engage with a compelling message.

You can create user lists for any of your webpages. For example, you could create a user list for visitors to your homepage. When people visit that page, their cookie ID is added to the remarketing list.

Learn more via the developers' guides in REST Resource: buyers.userLists and  Uploading to User Lists.


An online shopper is looking for new running shoes, so they go to to browse the different styles. However, the shopper leaves without completing a purchase.

Because the shopper is a valuable potential buyer, could add the shopper to a "Shopper" list. This will enable to deliver an ad to this shopper and the other potential buyers on that list with a call-to-action that will encourage them to return to the website to complete a purchase.

Broad versus narrow lists

Try to strike a balance between creating very detailed user lists and broader user lists. While detailed user lists let you further target your message, you'll get the most scale and volume with broader lists. Creating relevant and meaningful user lists is the primary key to success for remarketing.

If you have questions, consult with your account manager.

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