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This is called retargeting. Aside from possible repeat purchases, my guess is that enough people browse a site or never complete their checkout that advertisers

This is called retargeting. Aside from possible repeat purchases, my guess is that enough people browse a site or never complete their checkout that advertisers are happy to take the chance that 50% of people who see the ad might no longer be interested because that's still higher interest than you can get from almost any other channel.

somedude895 5y ago
To add to that, the retargeting setup is mostly the job of the advertiser / agency, so it's not Facebook's fault when it's badly implemented. The advertiser often doesn't notice, because even terrible retargeting will usually perform really well.