Can I reapply for a job position?

I had applied for a job 6 months ago, made it to the last round of the interview process. And then they ghosted me. After asking multiple times for an update they finally said they found someone with more experience and chose the other person. I was heartbroken then. I see now that they are again looking to fill in the same postition. Should I ping their HR again? Or... if I was once rejected, should I assume I am not the candidate they are looking for and move on?