I think the whole point of being privacy focused is that you don't retarget and your product sells by its own merits.

> your product sells by its own merits

This is a common yet naive thing to say that is rarely ever true in practice.

That's hard and I hope they can achieve this strategy!

How effective is retargeting? I’m understand that it varys from business to business, but from what I saw 5 years ago in consumer electronic, gaming and toys, it’s not really going to be a significate revenue source.

The retargeting most of us are see is the failed kind where you’re trying to sell a fridge to the person who already ordered one two days ago, and you’re the person who sold it, but your retargeting partner does actually support registering a purchases.

> The retargeting most of us are see is the failed kind where you’re trying to sell a fridge to the person who already ordered one two days ago

I’ve paid close attention over the past few years and have found >80% of the retargeted ads are for something I just purchased (and they are usually the “single purchase” type product, similar to the fridge analogy you used)

Very effective.

Even if a big share of your ad impressions falsely target someone who already bought (see sibling comment) the remaining impressions lead to an increase in conversions at a comparatively low cost per conversion.

As you said, this will vary from business to business, but I have seen very successful retargeting campaigns in b2c e-commerce as well as b2b lead generation.

It varies by advertiser. Smart ones do incrementality testing to prove its added value and optimize accordingly.