Quick Overview
- 1#1: Google Ads - Provides powerful remarketing to re-engage website visitors across Google's vast Display Network, Search, and YouTube.
- 2#2: Meta Ads Manager - Delivers precise retargeting ads to users who visited your site or engaged with content on Facebook and Instagram.
- 3#3: Criteo - AI-driven retargeting platform that personalizes dynamic ads for shoppers across millions of publisher sites.
- 4#4: AdRoll - Cross-channel retargeting solution for display, social, email, and connected TV to recover lost visitors.
- 5#5: LinkedIn Campaign Manager - B2B-focused retargeting using Matched Audiences for website visitors, leads, and company engagement.
- 6#6: Microsoft Advertising - Remarketing across Bing, Yahoo, AOL search and native display networks with audience import tools.
- 7#7: The Trade Desk - Programmatic DSP enabling advanced retargeting with identity resolution and cross-device targeting.
- 8#8: Amazon DSP - Retargeting audiences from Amazon shopper data across display, video, and audio inventory.
- 9#9: Simpli.fi - Local and programmatic retargeting platform with household-level targeting and omnichannel execution.
- 10#10: StackAdapt - Programmatic advertising platform offering cookieless retargeting via first-party data and contextual signals.
Tools were chosen based on performance, feature depth (including cross-channel targeting and AI personalization), user-friendliness, and overall value, ensuring they deliver measurable results across search, social, display, and beyond.
Comparison Table
Retargeting software plays a vital role in modern marketing, enabling businesses to reconnect with audiences who showed interest but didn’t convert. This comparison table dives into tools like Google Ads, Meta Ads Manager, Criteo, AdRoll, LinkedIn Campaign Manager, and others, outlining key features, strengths, and best-fit scenarios to help readers identify the right solution for their re-engagement goals.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Google Ads Provides powerful remarketing to re-engage website visitors across Google's vast Display Network, Search, and YouTube. | enterprise | 9.7/10 | 9.9/10 | 8.2/10 | 9.5/10 |
| 2 | Meta Ads Manager Delivers precise retargeting ads to users who visited your site or engaged with content on Facebook and Instagram. | enterprise | 8.7/10 | 9.3/10 | 7.1/10 | 9.4/10 |
| 3 | Criteo AI-driven retargeting platform that personalizes dynamic ads for shoppers across millions of publisher sites. | specialized | 8.7/10 | 9.2/10 | 7.8/10 | 8.3/10 |
| 4 | AdRoll Cross-channel retargeting solution for display, social, email, and connected TV to recover lost visitors. | specialized | 8.7/10 | 9.2/10 | 8.4/10 | 8.1/10 |
| 5 | LinkedIn Campaign Manager B2B-focused retargeting using Matched Audiences for website visitors, leads, and company engagement. | enterprise | 8.2/10 | 9.1/10 | 7.4/10 | 7.0/10 |
| 6 | Microsoft Advertising Remarketing across Bing, Yahoo, AOL search and native display networks with audience import tools. | enterprise | 8.2/10 | 8.5/10 | 7.8/10 | 8.7/10 |
| 7 | The Trade Desk Programmatic DSP enabling advanced retargeting with identity resolution and cross-device targeting. | enterprise | 8.7/10 | 9.4/10 | 7.1/10 | 8.2/10 |
| 8 |  Amazon DSP Retargeting audiences from Amazon shopper data across display, video, and audio inventory. | enterprise | 8.2/10 | 9.1/10 | 6.7/10 | 7.6/10 |
| 9 | Simpli.fi Local and programmatic retargeting platform with household-level targeting and omnichannel execution. | specialized | 8.1/10 | 8.7/10 | 7.5/10 | 7.9/10 |
| 10 | StackAdapt Programmatic advertising platform offering cookieless retargeting via first-party data and contextual signals. | specialized | 8.2/10 | 8.7/10 | 7.4/10 | 7.9/10 |
Provides powerful remarketing to re-engage website visitors across Google's vast Display Network, Search, and YouTube.
Delivers precise retargeting ads to users who visited your site or engaged with content on Facebook and Instagram.
AI-driven retargeting platform that personalizes dynamic ads for shoppers across millions of publisher sites.
Cross-channel retargeting solution for display, social, email, and connected TV to recover lost visitors.
B2B-focused retargeting using Matched Audiences for website visitors, leads, and company engagement.
Remarketing across Bing, Yahoo, AOL search and native display networks with audience import tools.
Programmatic DSP enabling advanced retargeting with identity resolution and cross-device targeting.
Retargeting audiences from Amazon shopper data across display, video, and audio inventory.
Local and programmatic retargeting platform with household-level targeting and omnichannel execution.
Programmatic advertising platform offering cookieless retargeting via first-party data and contextual signals.
Google Ads
enterpriseProvides powerful remarketing to re-engage website visitors across Google's vast Display Network, Search, and YouTube.
Remarketing Lists for Search Ads (RLSA), which allows tailored bidding and ad copy for previous visitors directly on Google Search results
Google Ads is a premier retargeting platform that enables advertisers to re-engage users who have previously visited their website, app, or interacted with their content across Google's vast ecosystem including Search, Display Network, YouTube, and Gmail. It offers sophisticated audience segmentation through Remarketing Lists, Dynamic Remarketing for personalized product ads, and Remarketing Lists for Search Ads (RLSA) to boost bids on high-intent returning visitors. Powered by Google's AI and integrated with Google Analytics and Tag Manager, it delivers precise targeting, automated optimization, and measurable ROI for retargeting campaigns.
Pros
- Unmatched scale and reach via Google's ecosystem for retargeting billions of users
- Advanced features like RLSA, Dynamic Remarketing, and Customer Match for hyper-personalized ads
- Deep integrations with Google Analytics, Tag Manager, and AI-driven Smart Bidding for effortless optimization
Cons
- Steep learning curve and complex interface overwhelming for beginners
- Costs can spiral without expert management due to competitive auctions
- Reliance on third-party cookies vulnerable to privacy regulations like GDPR and upcoming changes
Best For
E-commerce businesses and marketers with significant website traffic seeking scalable, data-driven retargeting across search, display, and video.
Pricing
Pay-per-click (PPC) auction-based pricing with average costs from $0.50-$5+ per click depending on industry, keywords, and competition; no subscription fees.
Meta Ads Manager
enterpriseDelivers precise retargeting ads to users who visited your site or engaged with content on Facebook and Instagram.
Meta Pixel-powered custom audiences and value-based lookalikes for hyper-targeted retargeting
Meta Ads Manager is a powerful advertising platform accessible via business.facebook.com, designed for creating, managing, and optimizing retargeting campaigns across Facebook, Instagram, Messenger, and the Audience Network. It utilizes the Meta Pixel to capture user interactions on websites or apps, enabling the creation of custom audiences for highly targeted retargeting ads. Businesses can deploy dynamic product ads, lookalike audiences, and automated optimization rules to re-engage visitors and boost conversions effectively.
Pros
- Extensive retargeting capabilities with custom audiences, lookalikes, and dynamic product ads
- Massive audience reach across Meta's ecosystem for high-volume campaigns
- Advanced analytics, A/B testing, and automation tools for optimization
Cons
- Limited to Meta platforms, lacking native cross-channel retargeting
- Steep learning curve due to complex interface and numerous options
- Tracking accuracy impacted by iOS privacy changes and cookie deprecation
Best For
E-commerce brands and marketers with significant Meta traffic seeking precise, scalable retargeting within social channels.
Pricing
Free platform access; costs based on ad spend with CPC, CPM, or oCPM bidding models starting from pennies per click.
Criteo
specializedAI-driven retargeting platform that personalizes dynamic ads for shoppers across millions of publisher sites.
Predictive AI Engine that anticipates purchase intent and dynamically optimizes bids in real-time
Criteo is an AI-powered commerce media platform specializing in retargeting, delivering personalized dynamic ads to users who have interacted with e-commerce sites across a vast network of publishers. It uses machine learning to predict user intent and optimize ad placements for higher conversions, focusing on cross-device and cross-channel retargeting. The platform builds commerce audiences and enables real-time bidding for performance-driven campaigns.
Pros
- Advanced AI-driven personalization and predictive modeling for superior retargeting accuracy
- Massive global publisher network for broad reach and scale
- Dynamic product catalog integration for automated, relevant ad creatives
Cons
- Complex setup and steep learning curve for non-enterprise users
- High minimum spend requirements limiting accessibility for SMBs
- Custom pricing lacks transparency and can be costly
Best For
Large e-commerce enterprises with significant ad budgets seeking scalable, high-ROI retargeting at global scale.
Pricing
Custom enterprise pricing based on ad spend, typically requiring minimum commitments of $50,000+ monthly.
AdRoll
specializedCross-channel retargeting solution for display, social, email, and connected TV to recover lost visitors.
Cross-channel Audience OS that unifies retargeting data and execution across web, email, social, and connected TV in one dashboard
AdRoll is a powerful retargeting platform that helps businesses re-engage website visitors and past customers with personalized ads across display networks, social media (Facebook, Instagram), email, and connected TV. It features dynamic creative optimization, audience segmentation, lookalike modeling, and cross-device tracking to drive conversions and ROAS. The platform integrates seamlessly with e-commerce tools like Shopify and BigCommerce, making it ideal for scaling performance marketing campaigns.
Pros
- Multi-channel retargeting across display, social, email, and CTV for unified campaigns
- Dynamic product ads and automated optimization for high personalization and efficiency
- Strong integrations with e-commerce platforms and robust reporting tools
Cons
- Pricing can escalate quickly with higher ad spends and advanced features
- Steeper learning curve for beginners optimizing complex audiences
- Limited customization in creative templates compared to design-focused tools
Best For
Mid-sized e-commerce businesses seeking cross-channel retargeting to recover lost sales and scale ad performance.
Pricing
Performance-based pricing with CPM/CPC models; minimum daily spend around $25, scaling to $500+ monthly for full features—no fixed subscriptions.
LinkedIn Campaign Manager
enterpriseB2B-focused retargeting using Matched Audiences for website visitors, leads, and company engagement.
Matched Audiences, enabling hyper-targeted retargeting of website visitors and CRM lists matched to LinkedIn professional profiles
LinkedIn Campaign Manager is LinkedIn's comprehensive advertising platform that excels in retargeting through Matched Audiences, allowing advertisers to target website visitors, uploaded contact lists, video viewers, and company page engagers. It leverages LinkedIn's vast professional database for precise B2B retargeting campaigns across formats like Sponsored Content, Message Ads, and Dynamic Ads. The tool provides detailed analytics and optimization features to refine retargeting strategies based on professional attributes such as job titles, industries, and company size.
Pros
- Exceptional B2B retargeting precision with professional data integration
- Matched Audiences for seamless website, CRM, and engagement-based targeting
- Advanced analytics and ABM capabilities for high-value lead nurturing
Cons
- High CPC/CPM costs compared to other platforms
- Audience limited to LinkedIn's ~1B users, smaller for broad retargeting
- Complex setup and optimization requires experience
Best For
B2B marketers and sales teams targeting high-intent professional audiences for account-based retargeting.
Pricing
Auction-based PPC or CPM model; CPC typically $2-9, minimum daily budget $10 but $100+ recommended per campaign.
Microsoft Advertising
enterpriseRemarketing across Bing, Yahoo, AOL search and native display networks with audience import tools.
Seamless LinkedIn audience matching for professional retargeting across Microsoft properties
Microsoft Advertising (ads.microsoft.com) is a comprehensive PPC platform that excels in retargeting by allowing advertisers to create remarketing lists from website visitors, app users, and custom audiences across Bing, MSN, Outlook, and the Microsoft Audience Network. It supports dynamic remarketing for e-commerce sites, enabling personalized ads based on user behavior like viewed products or abandoned carts. The platform integrates with Microsoft Clarity for heatmaps and session recordings to refine retargeting strategies, offering robust reporting and automation tools for optimizing campaigns.
Pros
- Lower average CPCs compared to Google Ads, providing strong ROI for retargeting
- Deep integration with Microsoft ecosystem (e.g., Clarity, LinkedIn audiences) for precise targeting
- Advanced automation and AI-powered bid strategies tailored for remarketing
Cons
- Smaller overall audience reach than Google Display Network
- Interface can feel overwhelming for absolute beginners despite similarities to Google Ads
- Fewer creative ad format options in some audience networks
Best For
Mid-to-large businesses complementing Google retargeting campaigns with cost-effective Microsoft ecosystem reach and B2B targeting via LinkedIn integration.
Pricing
Pay-per-click (PPC) model with no minimum spend; average CPCs range from $0.50-$3.00 depending on industry and competition, often 20-30% lower than Google Ads.
The Trade Desk
enterpriseProgrammatic DSP enabling advanced retargeting with identity resolution and cross-device targeting.
Koa AI, which uses machine learning to automatically optimize retargeting bids, creatives, and audiences in real-time for superior performance.
The Trade Desk is a premier demand-side platform (DSP) that empowers advertisers to buy digital ad inventory programmatically across display, video, audio, CTV, and more. In retargeting, it excels at building precise audiences from first-party data, pixels, CRM uploads, and integrations with data management platforms for re-engaging site visitors or past converters. It provides advanced controls like cross-device targeting, lookalikes, and frequency management to maximize ROI on retargeting campaigns.
Pros
- Highly scalable retargeting with support for massive audience sizes and multi-channel execution
- Transparent reporting and full control over bidding, supply path, and data privacy compliance
- Seamless integrations with DMPs, CDPs, and identity solutions for cookieless retargeting
Cons
- Steep learning curve and complex interface requiring experienced users
- High minimum spend thresholds unsuitable for small budgets
- Custom setup and optimization demand dedicated resources or agency support
Best For
Enterprise advertisers and agencies with large ad budgets seeking advanced, programmatic retargeting at scale.
Pricing
Custom enterprise pricing based on media spend, typically 10-20% platform fee plus minimum monthly commitments starting at $100K+.
Amazon DSP
enterpriseRetargeting audiences from Amazon shopper data across display, video, and audio inventory.
Proprietary shopping intent signals from Amazon user data for unparalleled retargeting precision
Amazon DSP is a powerful demand-side platform that enables programmatic buying of display, video, and audio ads across Amazon properties and the open web, with strong retargeting capabilities powered by Amazon's first-party shopping data. It allows advertisers to create custom audiences based on site visitors, app users, purchase history, and search behavior for precise retargeting. The platform supports pixel tracking, lookalike audiences, and dynamic creative optimization to re-engage high-intent users effectively.
Pros
- Unmatched access to Amazon's first-party shopper data for highly accurate retargeting
- Advanced audience building with lookalikes and sequential messaging
- Seamless integration across Amazon's ad ecosystem including Sponsored Display
Cons
- Steep learning curve and complex interface requiring DSP expertise
- High costs with minimum spends often exceeding $100K/month
- Reporting dashboards can be overwhelming and less intuitive for beginners
Best For
Enterprise advertisers with significant budgets leveraging Amazon's e-commerce data for sophisticated retargeting campaigns.
Pricing
Auction-based pricing (CPM/CPC) with minimum monthly spends typically $50K-$500K+; no fixed tiers, varies by campaign scale.
Simpli.fi
specializedLocal and programmatic retargeting platform with household-level targeting and omnichannel execution.
IP-based household targeting for precise, privacy-compliant retargeting without cookies
Simpli.fi is a programmatic DSP platform specializing in precise audience targeting and retargeting, leveraging IP addresses for household-level reach across devices. It enables advertisers to build custom audiences from first-party data, CRM uploads, and lookalike modeling to re-engage users with personalized ads. The platform supports real-time bidding, multi-channel delivery, and advanced reporting for scalable retargeting campaigns.
Pros
- Household-level IP targeting for accurate cross-device retargeting
- Seamless integration with data management platforms and CRMs
- Powerful analytics and optimization tools for campaign performance
Cons
- Steep learning curve for non-expert users
- Custom pricing lacks transparency and suits larger budgets only
- Primarily geared toward agencies, less ideal for small businesses
Best For
Agencies and mid-to-large advertisers running high-volume, local, or data-driven retargeting campaigns.
Pricing
Custom enterprise pricing based on ad spend; typically starts at $5,000+ monthly with managed service options.
StackAdapt
specializedProgrammatic advertising platform offering cookieless retargeting via first-party data and contextual signals.
Transparent Deal Marketplace for premium retargeting inventory with full auction visibility
StackAdapt is a comprehensive programmatic DSP that excels in retargeting by allowing advertisers to re-engage website visitors, app users, and CRM audiences across display, video, mobile, CTV, and native formats. It supports pixel tracking, audience uploads, and lookalike modeling for precise targeting and optimization. The self-serve platform provides AI-powered bidding and creative automation to maximize retargeting ROI.
Pros
- Multi-channel retargeting across display, video, CTV, and more
- Advanced audience segmentation with lookalikes and CRM integration
- AI-driven optimization and transparent reporting
Cons
- Steeper learning curve for beginners
- High minimum spend requirements
- Complex interface for small-scale users
Best For
Mid-market advertisers and agencies needing scalable, multi-channel retargeting with programmatic efficiency.
Pricing
Custom CPM-based pricing with minimum monthly spends typically starting at $10,000+; no fixed tiers publicly listed.
Conclusion
The retargeting software landscape offers exceptional tools, with Google Ads leading as the top choice, boasting unmatched reach across Google's Display Network, Search, and YouTube to re-engage visitors. Meta Ads Manager follows with precise targeting for Facebook and Instagram users, while Criteo excels through AI-driven dynamic ads that personalize shopping experiences—each platform addressing unique needs yet delivering strong results.
To maximize re-engagement, start with Google Ads to leverage its versatile cross-platform capabilities; or explore Meta Ads Manager for social-focused targeting or Criteo for AI-powered personalization—whichever you choose, these tools are key to turning visitors into customers.
Tools Reviewed
All tools were independently evaluated for this comparison