Algorithms distinguish casual website visitors from people who truly are potential customers, so the likeliest buyers can be shown ads while they surf.
For every 100 people who visit a retailer's website, only about two will buy something; the other 98 will just leave. But with enough reminders, some of these 98 people might become customers someday. The trick is to figure out which ones they are, and then to nudge them by means of targeted ads. The practice is known as retargeting, and it's growing on the Web.
Source: http://feeds.technologyreview.com/click.phdo?i=6ab5494f85e6a2b9a39d82df5528b3da
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