When I tell people what I do for a living, “Ads are annoying!” is often repeated over and over. Facebook feeds, websites, and the online experience as a whole is filled with ads. But why do so many share the popular opinion that ads are annoying? The truth about ads is this: The wrong ads sent to the wrong people are annoying; the right ad to the right person, however, is rarely viewed as annoying. In fact, I would argue it’s not even seen as an ad. Done right, ads become informative doorways that help the user accomplish something they were already striving for. So what exactly is it that makes a good ad, an ad that acts as one of these informative doorways? Retargeting. And not just retargeting, but retargeting done right.