Retargeting focuses on what a person does while they are on an advertiser's website. Strategically placed tracking codes called pixels are placed throughout the website and record a user's browsing behavior. These code snippets are placed on the home page, category pages, product pages and cart pages in order to identify where a user abandoned the website. With this information a personalized ad can be constructed and served to the user while they are browsing other websites with the hopes of enticing them to come back to complete their purchase.