Why do my retargeting pixels fire on people who never visited my site?

That can happen when pixel data is mixed with bot traffic or when client-side events are misattributed because of missing session context. The page suggests implementing first-party server-side event buffering so only real, useful sessions are sent to your ad platforms. Seatext AI's ad firewall handles this in real time. As a result, retargeting audiences become more accurate and less expensive to reach.