The topic of this thesis is focused on the development of an innovative tool for remarketing advertising and the activities that surround it. Remarketing also appears in the literature under the name retargeting. By in-depth study of the mentioned term, other following terms that made a significant impact and continued to have the same impact on its development, will be explained. Accelerated adoption of this tool is conditioned by the ubiquitous application of the concept of modern management of social and business processes in order to meet the needs, known as umbrella marketing. Technological progress strives for successful testing of marketing activities, marketing as a strategy begins to be applied and in the Internet environment gets the prefix "digital" marketing. The digital environment represents a new world created with the goal of technological progress and a look to the future. In an atmosphere full of novelty and a globalized market, it is necessary to achieve a competitive advantage in some way and develop the most efficient dosing tools for the target audience, while respecting the guidelines for maintaining privacy and security. For the most successful verification of the mentioned elements, the crucial role is played by the digital advertising tools that will be processed through the work. Information and communication technologies come to the fore, which are the backbone and fundamental driver of the overall digital transformation. In order to keep track of time and the changes that time brings, tools are being developed that make it easier to adapt to newspapers. Such method is remarketing, which allows for a better understanding of user preferences, habits and desires. A new tool created by the big, digital giant of the modern age, Google is looking for ways to attract customers in the least “possibly non-invasive” way and attract or bring them back to websites they’ve already shown interest in encouraging them to take action.