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What trends are shaping the future of remarketing in 2025?

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Remarketing is rapidly evolving in 2025. As privacy regulations tighten and AI technology accelerates, successful brands are moving beyond basic retargeting — toward smarter, personalized, and permission-based user journeys.


Here’s how EMILY® is leading the way — backed by experience, data, and expert tools


🔐 1. First-Party Data Is the Foundation

✅ With third-party cookies deprecated across all major browsers, relying on owned data is now essential.

What’s Shaping This Trend:

  • Chrome joined Safari and Firefox in phasing out third-party cookies

  • Data privacy laws (GDPR, CCPA, and global equivalents) require consent-first marketing

  • Increased demand for ethical data use

Best Practices:

  • Capture emails, SMS opt-ins, and purchase behavior through popups, quizzes, loyalty programs

  • Segment and retarget using CRM data in Meta, Google Ads, and TikTok Ads

  • Focus on lifetime value, not just clicks

💡 How EMILY® Helps:We connect platforms like Shopify, Klaviyo, and GA4 to create fully compliant, high-conversion remarketing funnels — powered by real customer relationships, not rented audiences.


🤖 2. AI-Powered Creative + Predictive Targeting

✅ Artificial intelligence is reshaping how ads are built, optimized, and delivered.

What’s Shaping This Trend:

  • Meta’s Advantage+ automates image/text testing

  • Google’s Responsive Ads adjust in real-time to audience behavior

  • AI predicts purchase intent and reallocates budget dynamically

Best Practices:

  • Use AI to tailor messaging by behavior, segment, or lifecycle

  • Optimize subject lines, CTAs, and creatives using tools like Klaviyo AI

  • Run iterative A/B tests with machine learning insights

💡 How EMILY® Helps: Our team leverages AI-driven creative testing and predictive modeling to increase relevance and reduce waste — with smarter, faster campaign decisions.


📱 3. Cross-Platform Journey Mapping

✅ Consumers don't just use one device — they flow between apps, screens, and platforms.

What’s Shaping This Trend:

  • Unified IDs (GA4, Google Signals, Meta Conversions API)

  • Cross-device attribution and ad syncing (Google + Meta + TikTok)

  • Hybrid funnel strategies using ads + email/SMS

Best Practices:

  • Track behaviors across multiple platforms and retarget holistically

  • Coordinate timing and messaging between touchpoints

  • Build journeys that reflect customer context, not just platform logic

💡 How EMILY® Helps: We design omni-channel funnels that connect every piece of the customer journey — so you retarget smarter, not harder.


🧠 4. Contextual & Intent-Based Targeting Replace Cookies

✅ With less tracking data, platforms now rely on behavior signals and content context.

What’s Shaping This Trend:

  • Platforms prioritize relevance based on real-time engagement

  • Ads triggered by scroll depth, video views, search queries, and content themes

  • More ethical targeting — fewer privacy concerns

Best Practices:

  • Trigger retargeting based on events: product views, quiz completions, or checkout abandonment

  • Use dynamic creative tied to time of day, device type, and geo-location

  • Sync behavioral data with ad creative

💡 How EMILY® Helps: Using GA4 Events, Microsoft Clarity, and Meta’s engagement data, we build behavior-based remarketing strategies that perform without invasive tracking.


💌 5. Email and SMS = Core Retargeting Channels

✅ First-party owned channels like email and SMS are rising as the most reliable tools.

What’s Shaping This Trend:

  • Inbox and SMS remarketing avoid the cookie problem

  • Customers expect personalized messages — not generic ads

  • High open and click-through rates from SMS + email hybrids

Best Practices:

  • Use email engagement (open, click, scroll) to trigger ad retargeting

  • Coordinate email flows with SMS and ad messaging

  • Create segment-specific flows for abandoned carts, cold leads, VIPs, etc.

💡 How EMILY® Helps: We engineer integrated Klaviyo + Google + Meta remarketing flows that combine precision, consent, and personalization — without sacrificing compliance.


🛍️ 6. Post-Purchase Personalization Is the New Retargeting

✅ Remarketing isn’t just about getting them to buy — it’s about getting them to come back.

What’s Shaping This Trend:

  • Retargeting customers with upsell/cross-sell offers

  • Loyalty program triggers based on purchase frequency

  • Product lifecycle-based win-back ads (refills, accessories)

Best Practices:

  • Use purchase history to serve dynamic content

  • Launch VIP-only campaigns for your best customers

  • Re-engage with timely, helpful messaging based on value — not just sales

💡 How EMILY® Helps: We map post-purchase journeys and connect them with product data feeds and ad platforms to extend your customer’s lifetime value.


✅ Summary: 2025 Remarketing Trends

Trend

What It Means for You

First-party data focus

Build trust and control by owning your audience

AI-powered creative

Increase performance with intelligent automation

Cross-platform funnels

Deliver unified journeys across devices

Contextual targeting

Respect privacy while staying relevant

Email + SMS integration

Own your channels, drive results

Post-purchase re-engagement

Boost retention and customer lifetime value


📅 Ready to Future-Proof Your Remarketing in 2025?

At EMILY®, we specialize in first-party powered, privacy-compliant remarketing strategies — blending human insight with AI tools and cross-channel creativity. Our EEAT-aligned process is designed to maximize relevance, respect user privacy, and increase return on ad spend.

🔗 Let’s Future-Proof Your Funnel

📞 803-271-0875

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