Retargeting is a cookie-based technology that tracks your fans activity and engagements with your ad and then retargets your ads to a customized audience. When you place a pixel on your Facebook Ads and Google Adwords accounts, and fans click on your SmartLink, the pixel installs an anonymous browser cookie on the user. Next time this user enters the site, the site will automatically target specific ads to that user based on his/her previous engagements with the site. For example, if a fan clicks on the Spotify link option on his first visit, the system will automatically retarget Spotify ads to him next time he visits the site. Additionally, if most fans that click on the Amazon link are from England, the system can then retarget the Amazon ad specifically to users from England.