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With the emergence of big data and the increasing market penetration of advertising retargeting, the advertising industry’s interest in using this new online marketing method is rising. Retargeting is an innovative technology based on big data. Anyone who has visited a merchant’s website and window-shopped but not purchased can be re-pitched with the product in which they showed an interest. As a result, click rates and conversion rates are dramatically enhanced through retargeting. However, despite the increasing number of companies investing in retargeting, there has been little academic research on this topic. In this paper, we explore the links between retargeting, perceived intrusiveness, and brand image. As results show the importance of perceived intrusiveness, ad repetition, and ad relevance, we introduce new analytical perspectives on online strategies with the goal of facilitating collaboration between consumers and marketers.