Running a retargeting campaign on the Facebook Walled Garden

There are generally 3 steps during a retargeting campaign: 

• Track users that will be retargeted later. 
• Expose users with a marketing message. 
• Monitor the performance of the campaign to ensure that it is worth it. 

To track a user, an Advertiser can either:

• Use their own DMP / DSP tags/pixels on their website. The Advertiser is the only one to know about their user's behaviour.
• Use external DMP / DSP tags/pixels on their website. The partner possesses the information of users actions and can reuse them.