Behavioral Targeting

The process of targeting ads to users based on their past behaviour, such as their browsing history or search queries.

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Advertising Glossary

What is Behavioral targeting?

Behavioral targeting is a type of online advertising that involves targeting ads to users based on their past behavior, such as their browsing history, search queries, or previous interactions with a website or mobile app. The goal of behavioral targeting is to deliver more relevant ads to users, which can help increase engagement and improve advertising performance.

Behavioral targeting relies on the use of cookies and other tracking technologies to collect data on user behavior. This data is then used to build user profiles, which can be used to target ads to users who are most likely to be interested in a particular product or service. For example, if a user has recently searched for a new car, they may be shown ads for car dealerships or automotive products.

Behavioral targeting can be used in a variety of ways, including retargeting, which involves showing ads to users who have previously interacted with a website or mobile app, and lookalike targeting, which involves targeting users who have similar characteristics to existing customers. Advertisers can also use behavioral targeting to segment their audience and deliver more personalized messaging to different user groups.

While behavioral targeting can be an effective way to improve the relevance and effectiveness of online advertising, it has also raised concerns about user privacy and data security. Advertisers must be transparent about their data collection practices and ensure that users have the ability to opt-out of targeted advertising if they choose to do so. Additionally, regulatory bodies around the world are increasingly imposing restrictions on the use of tracking technologies and data collection practices, which may impact the use of behavioral targeting in the future.