The paper presents the principles of the work of contextual advertising, the types and their features are noted. Attention is paid to remarketing, the main purpose, which is to maintain contact of users with the brand or product for the subsequent purchase. The fact that users are interested only in getting relevant information for them, explains the effectiveness of remarketing in conducting an advertising campaign. Dynamic remarketing enhances the effectiveness of advertising messages, as the user is shown ads that have already been interested in him on a certain site, which significantly increases the likelihood of a possible response. Remarketing is also used in mobile applications, allowing you to demonstrate advertising to users who visited an Internet resource from a mobile device or launched mobile applications.
remarketing, retargeting, targeted advertising, contextual advertising, Internet marketing
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