Behavioral Targeting

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Behavioral targeting is an advertising approach that profiles internet users based on their browsing history, including their last clicks, queries, and accessed web pages. In behavioral targeting, tailored ads are delivered based on information collected from users individually.

The main steps of behavioral targeting are:

Data collection
User segmentation
Ad targeting
Personalization

There are many reasons why organizations may choose to use behavioral targeting for online advertising. It generally boils down to wanting to reach an audience segment that will be most interested in interacting with a given brand. Segmentation can significantly increase the odds of displaying advertisements to consumers that will correspond with their needs and desires.

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