Behavioral targeting is a marketing strategy that uses web user information to strengthen advertising campaigns. The technique involves gathering data from a variety of sources about the potential customer’s browsing and shopping behavior. This data helps create targeted ads that resonate with the user’s specific interests.
How Behavioral Targeting Works
When a user visits a website, a cookie is placed on their computer. This cookie tracks their movements across the web, noting which pages they visit, how long they stay, and what links they click. Advertisers then use this data to build a profile of the user and serve them ads that are relevant to their interests.
Benefits for Marketers and Consumers
For marketers, behavioral targeting increases the effectiveness of campaigns by ensuring ads are seen by those most likely to be interested. For consumers, it means seeing fewer irrelevant ads and discovering products or services that genuinely match their needs.