Can You Retarget on CTV? How to Make It Work for High-Value Audiences

When people think of Connected TV (CTV), they usually think of big screens and brand storytelling — not precision performance marketing. But times have changed. Today, CTV is not only a top-of-funnel awareness channel, but also a powerful tool for retargeting high-intent users and moving them down the buyer’s journey closer to conversion.

Historically, retargeting has been the domain of banner ads and social feeds. But with today’s tech stack and privacy-safe identity solutions, advertisers can now run retargeting campaigns on TV, turning casual browsers into buyers and website visitors into loyal customers. 

Here’s how it works, why it’s effective (even without cookies), and how performance-minded marketers can unlock the full potential of CTV retargeting.

What is CTV Retargeting?

CTV retargeting is the practice of showing follow-up ads to people who’ve already interacted with your brand on your website, in your app, through CRM data, or via previous ad exposures.

And while traditional digital retargeting relies on cookies and device-specific tracking, CTV retargeting is rooted in household-level identity resolution. This means advertisers can match a viewer’s IP address or behavioral signals across devices — whether they’re TVs, laptops, or smartphones — and deliver consistent, sequential messaging throughout the funnel.

It’s a performance play that meets your audience where they’re most engaged: relaxed, on the couch, and ready to watch.

Why Use CTV for Retargeting?

CTV is the perfect performance branding channel, combining the storytelling power of premium content with the targeting capabilities of digital. And when it comes to retargeting, it offers some unique advantages:

• Reach high-intent users across devices: With cross-device identity resolution, you can reach users who’ve already expressed interest in your brand — like someone who browsed your site, added an item to their cart, or watched a product video — and re-engage them when they’re watching ad-supported streaming services.
• Drive attention in premium environments: CTV ads are non-skippable, full-screen, and placed in premium content environments. That means higher viewability (93.3% on average) and completion rates (94.5% on average), as well as stronger recall and deeper emotional impact, especially when compared to standard web banners or mobile interstitials.
• Extend sequential storytelling: Want to deliver a consistent message across screens? Use CTV to reinforce what a user has already seen on another device, or introduce them to your brand again with a more visual, immersive message.
• Improve ROAS by focusing on the right audiences: CTV retargeting zeroes in on users who are more likely to convert, minimizing wasted impressions and improving campaign efficiency. In fact, retargeted users often deliver 2-4x higher return on ad spend (ROAS) than cold audiences.
• Protect user trust while maximizing impact: CTV retargeting uses privacy-first tools — like first-party data and household-level identity graphs — to engage high-value audiences without relying on cookies or invasive tracking.

How CTV Retargeting Works (Without Cookies)

Let’s walk through two common approaches to CTV retargeting, both of which bypass traditional cookies.

Web-to-TV Retargeting

This strategy starts with a digital interaction, such as a website visit or social ad engagement. A retargeting pixel captures the user’s data, which is then matched to household-level identifiers (like an IP address). Later, when that same household is watching ad-supported content on a smart TV, your CTV ad appears — re-engaging the user on the biggest screen in the home.

For example, a shopper may browse your travel site but doesn’t book. That evening, they see a CTV ad promoting a flash sale on flights to the same destination.

TV-to-Web Retargeting

This flips the flow. The user is first exposed to your brand via a CTV ad, and then retargeted with personalized follow-ups across other channels, such as mobile, display, email, or even social. Identity graphs help tie the CTV exposure to other devices in the household, creating a seamless cross-device experience.

For example, a viewer may see a CTV ad for your skincare brand. The next day, they receive a personalized Instagram ad offering 15% off the product featured on TV.

Best Practices for CTV Retargeting

CTV retargeting opens up new possibilities — but only if it’s executed strategically. Here’s how to get it right.

1. Prioritize Frequency Management

The line between a well-timed reminder and an annoying repeat ad is razor-thin. Unlike banner ads, CTV ads are unskippable and more memorable, which is great for attention. However, it also means viewers notice when they're being bombarded. 

Repetition fatigue is a real risk: studies show that 55% of users get turned off after seeing the same retargeting ad five times. That’s why managing frequency is essential to keep your brand top-of-mind without becoming a turnoff.

For most campaigns, aim for 3-7 exposures per household to strike the right balance between reinforcing your message and oversaturation.

2. Maintain Consistent Creative Across Devices

Your audience doesn't live on just one screen, and neither should your story. CTV works best as part of a cohesive, cross-device experience, where your creative connects across web, mobile, and TV. 

Consistency in tone, visuals, and messaging helps build familiarity and trust. Whether your viewer first engages with a mobile display ad or a social video, the CTV creative should feel like a seamless extension of that interaction. 

For example, when retargeting a user who sees a product ad in their Instagram feed, your retargeted CTV ad should highlight that same product category with the same tagline. This will reinforce recognition and drive action.

3. Segment High-Value Audiences

One of CTV’s greatest advantages is precision. But that precision starts with how you build your audiences. Not all site visitors are created equal, and not all should receive the same message. 

Use behavioral data to break down your retargeting pools by factors like: 

• Product pages viewed 
• Time spent on site 
• Cart abandonment 
• App interactions 
• CRM lifecycle stage 

Then, tailor your creative and messaging accordingly. For example, a shopper who abandoned a cart may respond best to a limited-time discount, while someone who visited your blog may need more education or brand storytelling. 

Remember, just because it’s a TV ad doesn’t mean it has to be generic. With dynamic creative and segmented targeting, CTV can be just as personalized as digital.

4. Measure What Matters

CTV retargeting is only as valuable as the results it drives. And thanks to digital-style tracking and attribution, you can go beyond vanity metrics and measure what truly matters. 

Here are the most important key performance indicators (KPIs) to monitor: 

• Video Completion Rate (VCR) is a strong indicator of engagement. Aim for 90%+ for retargeted audiences. 
• Site Return Rate shows how many viewers revisit your site after seeing your CTV ad, which is valuable for gauging mid-funnel impact. 
• View-Through Rate (VTR) tracks how many users take action after seeing an ad within your attribution window, even without clicking. 
• Cost Per Acquisition (CPA) helps compare efficiency against your cold audience/prospecting benchmarks. 

Ensure you leverage multi-touch attribution to track performance across devices, connecting the dots between a CTV ad and a later action on desktop, mobile, or even in-store.

Retarget Smarter, Not Louder

With premium placements, flexible targeting, and measurable impact, CTV retargeting is one of the smartest ways to drive results from audiences already interested in what you offer. Whether you’re reconnecting with a near-buyer or reinforcing a multichannel campaign, the key is delivering the right message at the right time — on the biggest screen in the house.