When it comes to retargeting by scoring, we’re talking about a strategy based on evaluating a score assigned to a prospect when they first visit the advertiser’s website. This score typically reflects the prospect’s potential value or their likelihood of becoming a customer. It’s then used to determine the priority given to that prospect, as well as the bid level or type of advertising to use to retarget them. For example, an insurance comparison site or insurance company could use the information provided in a quote request form and browsing behavior to establish a retargeting score.