Static retargeting is where marketers create groups of ads to be displayed to people depending on which pages of your website they visited. For example, if you start a marketing campaign for running shoes and create three sets of ads. Each ad is triggered when users view a product page, read an article or review.
Dynamic retargeting creates custom ads for every user. It requires sophisticated ad tech to tailor ads to individual user preferences and determines when to serve which ad to increase the likelihood of a conversion. Dynamic retargeting is recommended for companies who operate in B2C markets and have a large product portfolio. Due to the complexities of the variables involved in these types of businesses, running retargeting campaigns manually would be too big of a task and is best done dynamically.