In the case of simple retargeting, the fact that a user was on the website is the only information that is used. Based on this information, he or she is repeatedly addressed with non-specific advertising. Dynamic retargeting goes one step further and takes into account individual details to enable personalized advertising. A simple example of this consists of advertising a specific product that the user had looked at or already placed in the shopping cart. This article is then displayed to the user again on other web sites, often together with similar alternatives.
This is based on a differentiated analysis of user behaviour: Which specific pages did users visit? Which products and categories were they interested in? How long were they on the web site? On which page did they leave the site? How often were they there?